The key topic on everyone’s mind right now is the memory price crisis, and how the smartphone industry will react.

Jan Stryak, Associate Director, Counterpoint Research

Tell us about your role at Counterpoint Research

I lead our smartphone research across the EMEA region, and also oversee our global sustainability service. The intersection of these two sectors is fascinating right now, as companies try to balance making money in this difficult climate while doing the right thing for the planet.

It’s been a busy time for the European refurbished smartphone market. Can you share any recent insights? 

The key topic on everyone’s mind right now is the memory price crisis, and how the smartphone industry will react. We forecast 2026 to be the largest annual drop in smartphone shipments in history (-12% in Europe).

But while this is obviously a huge challenge for the new smartphone market, it is a massive opportunity for the pre-owned market, where we expect sales to grow by almost 10% in Europe this year. As always, though, supply is the biggest barrier.

With fewer people buying new smartphones in 2026, fewer devices will re-enter the market. The industry therefore needs to up its game to help convince consumers that pre-owned is the smart choice in 2026.

Which categories will you be focusing on? 

It’s mainly smartphones for me, as that’s the most dynamic area right now. But I’m also keeping a close eye on adjacent sectors like used laptops and smartwatches.

What’s important for you to see in the applications? 

I’d like to see something different. I feel like the conversations haven’t really changed much over the last few years, with lots of talk about improving the process and increasing customer trust, but nothing particularly innovative in getting us there. This year, I’d love to see applications from companies that are really thinking carefully about the customer, and what needs to be done to make pre-owned a no-brainer.