The global smartphone market weakened in the second quarter of 2026 as memory shortages pushed up costs and prices, according to Counterpoint Research.
Global smartphone shipments fell 7% from a year earlier in the quarter. However, analysts said developed markets proved more resilient because of their greater exposure to premium devices. North American shipments rose 6%, while Western Europe declined just 1%.
Samsung Reclaims Global Lead
Samsung Electronics Co. Ltd. (OTC:SSNLF) reclaimed the top position with a 23% share of global smartphone shipments in the second quarter. Its shipments increased 9% year over year, helped by favorable pricing and competitive dynamics, Counterpoint said.
The longer-term data also show Samsung strengthening its position. Its global shipment share reached 21.8% in the first half of 2026, up from 19.2% in 2025.
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Apple Gains As Rivals Raise Prices
Apple Inc. (NASDAQ:AAPL) also gained ground despite the broader market contraction. Shipments jumped 13% year over year, lifting Apple’s second-quarter market share to a record 21%.
Counterpoint attributed the performance to demand for the iPhone 17 series. Apple was also the only major smartphone maker that avoided raising prices amid higher memory costs.
Apple’s first-half market share rose to 20.9% from 19.7% in 2025. That narrowed its gap with Samsung to less than 1 percentage point.
Xiaomi Takes The Biggest Hit
Xiaomi Corp. (OTC:XIACF) faced the sharpest pressure among the five largest smartphone makers. Its shipments plunged 26% year over year.
Counterpoint said Xiaomi’s heavier exposure to entry-level and midrange devices left it more vulnerable to rising memory costs and weaker consumer affordability.
Its 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%.
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