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Telecom

Apple and Samsung Dominate the Guides, Orange and Free Redraw the Mobile Market

October 15, 2026

“Between the iPhone 18 Pro, still at the top of the comparisons, and Orange's automatic plan changes, the French telecom market is having a particularly eventful week. Operators are adjusting their offers while manufacturers battle it out with their products.”

Summary

The smartphone guides published on October 7 and 8, 2026 leave no doubt: the iPhone 18 Pro still sits at the top of French selections. Apple's enduring dominance, confirmed week after week by specialized comparisons, shows the Californian brand's ability to remain the absolute reference despite increasingly fierce competition from Asia and South Korea.

Details

Indeed, Samsung has no intention of falling behind: the Galaxy S26 Ultra continues to hold the top spots in tests updated in early October, confirming that the rivalry between the two giants remains the main driver of the French mobile market. Google is also trying to make its mark in this battle with the Pixel 10 and 11, two models that rank among the October 2026 references and attract growing product attention, proof that the Android alternative continues to appeal beyond the Samsung ecosystem alone. On the Chinese side, Xiaomi is advancing with the Xiaomi 17 Ultra and the Redmi Note 15 5G, two devices widely featured in French buying guides in October, confirming the brand's clear move up-market. While manufacturers compete for buyers' favor, operators are quietly redesigning their pricing. Orange caused a surprise by announcing an automatic change to certain internet and mobile plans starting October 19, 2026, a three-euro increase applied without any action required from the subscriber, which revives the debate over the transparency of telecom offers. Free, for its part, is multiplying initiatives with the launch of Free Pro and the strengthening of its TV offers, confirming its all-in-one operator strategy, while Free Mobile retains a prominent place in the price barometers published this week, a sign that the brand remains an essential reference for budget-conscious consumers. SFR is relying on its plan selections and promotional offers to stay in the race, while Bouygues Telecom is capitalizing on its B&You formulas and its bundles combining box and mobile to maintain strong visibility in comparison sites. Finally, RED by SFR finds itself at the center of less flattering news: it is precisely this low-cost brand that is pushing up the average price of mobile plans in France this October, a paradox for an operator historically positioned on accessibility.

Key Findings
  1. 1The smartphone guides published on October 7 and 8, 2026 leave no doubt: the iPhone 18 Pro still sits at the top of French selections.
  2. 2On the Chinese side, Xiaomi is advancing with the Xiaomi 17 Ultra and the Redmi Note 15 5G, two devices widely featured in French buying guides in October, confirming the brand's clear move up-market.
  3. 3Apple's enduring dominance, confirmed week after week by specialized comparisons, shows the Californian brand's ability to remain the absolute reference despite increasingly fierce competition from Asia and South Korea.
  4. 4While manufacturers compete for buyers' favor, operators are quietly redesigning their pricing.

Conclusion

This week confirms a now well-established reality: the French telecom market is moving on two fronts at once, that of smartphones, where Apple and Samsung continue to neutralize each other at the top, and that of plans, where established operators are adjusting their prices with relative but real caution. Between the growing sophistication of devices and consumers' heightened vigilance over their monthly bills, the balance between product innovation and pricing pressure has never seemed so fragile, nor so decisive for the future of the sector.