- Global smartphone shipments fell 11% year-over-year in Q2 2026 due to memory chip shortages driven by AI demand, raising costs and prices.
- Samsung regained the top market position with a 24% global share and the strongest growth among major brands, helped by promotions and the Galaxy S26 series.
- Apple increased shipments by 3%, reaching a record 20% market share without raising prices, despite challenges in China.
- Xiaomi, OPPO, and vivo faced double-digit shipment declines as memory costs hit budget and mid-range devices hardest.
- The overall smartphone market posted its weakest Q2 since 2013, with forecasts predicting a 14% annual decline and persistent shortages into 2027.