Samsung And Apple Lead Global Smartphone Market In Q2 2026
Omdia said mass-market shortages and higher memory costs hit smaller Chinese brands, while Apple and Samsung posted stronger second-quarter shipments.
- Global smartphone shipments fell 6.7% year-over-year in Q2 2026 to 277.5 million units, according to the International Data Corporation , yet Samsung and Apple captured 22.6% and 20.1% market share respectively with 62.7 million and 55.8 million units shipped.
- Soaring memory costs and semiconductor shortages created a crisis favoring industry giants; manufacturers reportedly paid four to five times more for memory than a year ago, with memory accounting for more than 60% of budget phone bill of materials.
- Xiaomi retained third place globally despite a 26.3% shipment decline to 31.2 million units, while OPPO and Vivo suffered 17.5% and 19.4% drops respectively; Huawei emerged as a unique exception, achieving 20.9% growth in China through stable pricing and controlling its chip production.
- Apple recorded its strongest second quarter on record, capturing 20% market share and expanding by four percentage points, as stable iPhone pricing proved decisive while competitors raised prices amid component shortages.
- Omdia expects memory prices to remain elevated until the second half of 2027, unlikely to return to pre-2025 levels, while warning shipment declines could accelerate during the next two quarters as budget segments face sustained pressure.
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Apple And Samsung Defy Smartphone Slump As Memory Crisis Deepens – channelnews
Global smartphone shipments fell 4% year-on-year during the second quarter of 2026 as soaring memory costs and supply constraints placed further pressure on manufacturers. New research from Omdia found the downturn was concentrated in the mass market, while Apple and Samsung increased shipments and expanded their market share. Samsung remained the world’s largest smartphone vendor with a 22% share, up two percentage points from the same period last year. The company benefited from resilient demand, strong component availability and the delayed launch of the Galaxy S26 series, which pushed some premium handset sales into the second quarter. Samsung also gained ground at the budget end of the market as Chinese rivals reduced the number of devices in their line-ups and increased wholesale prices. Apple recorded its strongest second quarter on record, capturing 20% of the market and increasing its share by four percentage points. Omdia said the iPhone 17 series had delivered one of Apple’s strongest upgrade cycles, while stable iPhone pricing helped the company as rival manufacturers were forced to lift prices. However, Apple increased prices across several other product categories towards the end of the quarter, raising questions over whether similar increases could eventually reach the iPhone range. The result follows Apple’s similarly strong performance in the PC market, where Mac shipments rose 10.1% during the quarter despite global PC shipments falling 4.9%, according to recent IDC figures. Apple is also dominating the emerging Edge AI smartwatch category, accounting for around 90% of global shipments during the first quarter of 2026, according to Counterpoint Research. Meanwhile, Xiaomi retained third place in the smartphone market with an 11% market share, followed by OPPO at 10% and vivo at 8%. Omdia principal analyst Runar Bjorhovde said the sharpest shipment declines were being recorded in the sub-A$575 segment, where margins were thinner and consumers were more sensitive to price increases. Some manufacturers are reportedly paying four to five times more for memory than they were a year ago. Memory and storage now account for more than 60% of the bill of materials for some budget phones and more than 30% for premium models. Omdia expects memory prices to begin easing no earlier than the second half of 2027, although they are unlikely to return to levels seen before 2025. The research firm warned shipment declines could accelerate during the next two quarters as seasonal launches and holiday demand collide with restricted component supply. The figures show Apple gaining ground across smartphones, computers and wearables as manufacturers prioritise premium products, leaving budget buyers with fewer options.
The smartphone market has seen a significant decline in shipments and prices, raising questions about the future of budget phones. Summary: Smartphone shipments fell by 11% in the second quarter of 2026, the largest drop since 2013. AI-driven demand for memory has driven up DRAM/NAND prices, impacting budget phones and increasing the cost of entry-level phones by more than 50%. Apple and Samsung have increased their market share; buy refurbished…
Samsung And Apple Lead Global Smartphone Market In Q2 2026
The global smartphone market continued its steady contraction during the second quarter of 2026, according to recent market research published by the International Data Corporation (IDC). Overall worldwide device shipments experienced a notable 6.7% year-over-year drop during this three-month period, bringing total global shipments down to 277.5 million units. While top-tier industry leaders managed to solidify their market positions, several pr…
The global smartphone market continues to shrink. According to an analysis by IDC, worldwide smartphone deliveries fell by 6.7 percent in the second quarter of 2026. Top manufacturers Samsung and Apple were the only ones to grow in the premium segment. IDC sees a storage crisis that divides the market into two warehouses.
Samsung Regains Global Smartphone Leadership As 2026 Q2 Shipments Hit 13-Year Low
Samsung has reclaimed its position as the world’s largest smartphone manufacturer after overtaking Apple in global shipments during the second quarter of 2026, despite the smartphone industry recording its weakest April-to-June performance in 13 years. Preliminary industry estimates show global smartphone shipments fell by 11 per cent year-on-year in the second quarter, reaching their lowest level for the period since 2013. The slowdown has been…
Market analysis company Omdia has published the results of mobile phone sales for the second quarter of 2026. Despite the overall market decline compared to the previous year, Samsung and Apple managed to grow their positions. The South Korean brand remains the largest smartphone seller in the world, accounting for 22% of the market in the past three months. This is thanks to both its flagships and budget models. Compared […]
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