Samsung reclaims top spot as global smartphone shipments fall 11% YoY

Samsung posted a 24% global market share in Q2 2026, reclaiming the lead from Apple as worldwide smartphone shipments fell 11% year‑over‑year, the weakest second quarter since 2013【1】.

Market dynamics behind the slump

Counterpoint Research attributes the 11% drop to a persistent shortage of DRAM and NAND memory chips, as suppliers prioritize AI data‑center demand over consumer devices【1】. The resulting component cost surge forced many manufacturers to raise prices, especially in budget and mid‑range segments, squeezing margins and dampening consumer spending. Samsung mitigated the impact by limiting price hikes in key regions such as India and the Middle East and by running aggressive seasonal promotions, which helped it grow faster than any of the other top‑five brands【1】. Apple, by contrast, avoided price increases across its iPhone 17 lineup, allowing it to grow shipments 3% YoY and reach a record 20% share, but it still faced weaker demand in China where discounts were less aggressive【3】.

Competitive picture

Chinese rivals Xiaomi, OPPO and vivo suffered double‑digit shipment declines, reflecting their heavier exposure to the entry‑level and mid‑range markets most affected by rising memory costs【1】. OPPO and vivo ended the quarter with 11% and 8% shares respectively, while Xiaomi held 12% after portfolio adjustments and improved retailer financing【1】. Google, absent from the top five, posted a 16% shipment increase thanks to the Pixel 10 and Pixel 10a, and Huawei grew 6% on the back of its Mate 80, Nova 15 and Enjoy 90 series【1】. Samsung’s success was driven largely by the Galaxy S26 series, particularly the S26 Ultra, whose AI‑powered features and privacy display attracted buyers without requiring a price hike on the flagship model【3】.

What to watch

• The launch of Samsung’s next foldable lineup, slated for a July 22 event in London, could test the brand’s pricing strategy amid ongoing memory constraints.
• Apple’s upcoming iPhone 18 release in September will be a key gauge of whether its market‑share gains can be sustained without price adjustments.
• Counterpoint projects a further 14% decline in global shipments for the full year, so any easing of DRAM/NAND shortages will be closely monitored for market recovery signals【2】.

The shift underscores how supply‑chain resilience and pricing discipline can offset a shrinking market, but the broader outlook remains bleak as memory shortages and higher component costs continue to pressure the industry.