Global Smartphone Market Shrinks 4% in Q2 2026

Samsung leads the global smartphone market with a 22% share as Apple hits a Q2 record, despite a 4% overall decline in shipments.

The global smartphone market contracted by 4% in the second quarter of 2026, with the most significant sales declines occurring in the sub-$400 price segment. Samsung maintained its lead with a 22% market share, up two percentage points year-over-year, while Apple reached a record Q2 high of 20%. Xiaomi, Oppo, and Vivo followed with 11%, 10%, and 8% shares, respectively. Market pressure is driven by soaring memory chip costs, which are now four to five times higher than last year for some manufacturers. These components now represent over 60% of material costs for budget devices and more than 30% for high-end models. Omdia reports that memory prices are unlikely to decrease before the second half of 2027 and forecasts they will not return to levels seen prior to 2025.