Global smartphone shipments fell 7% year-over-year in the second quarter of 2026, according to Counterpoint Research. The decline was attributed to memory shortages that increased production costs and prices. However, developed markets showed resilience due to higher demand for premium devices.
Samsung Electronics Co. Ltd. reclaimed the top position in the global market with a 23% share of shipments during the quarter. The company’s shipments increased 9% year-over-year. Counterpoint noted that favorable pricing and competitive dynamics contributed to this growth. Samsung’s global shipment share for the first half of 2026 reached 21.8%, up from 19.2% in 2025.
Apple Inc. (NASDAQ: AAPL) also gained ground despite the broader market contraction. The company reported a 13% year-over-year increase in shipments, lifting its second-quarter market share to a record 21%. Trending Counterpoint attributed this performance to strong demand for the iPhone 17 series. Apple was the only major smartphone maker to avoid raising prices amid rising memory costs. The company’s first-half market share rose to 20.9% from 19.7% in 2025, narrowing its gap with Samsung to less than 1 percentage point.
Xiaomi Corp. faced the sharpest pressure among the five largest smartphone makers. Its shipments plunged 26% year-over-year. Counterpoint stated that Xiaomi’s heavier exposure to entry-level and midrange devices left it more vulnerable to rising memory costs and weaker consumer affordability. The company’s global shipment share fell to 11.4% in the first half from 13.2% in 2025. OPPO’s share slipped to 10.3% from 11.5%, while vivo declined to 7.6% from 8.5%.
