Apple, Samsung Gain Share as 2Q26 Smartphone Shipments Drop 4% on Memory Crisis
Updated
Updated · Informa PLC · Jul 13
Apple, Samsung Gain Share as 2Q26 Smartphone Shipments Drop 4% on Memory Crisis
1 articles · Updated · Informa PLC · Jul 13
Summary
Global smartphone shipments fell 4% year on year in 2Q26, but Apple and Samsung expanded shipments and widened their lead as supply disruptions and higher component costs hit rivals harder.
Samsung held No. 1 with 22% share, up 2 percentage points, helped by resilient demand, strong supply availability and Galaxy S26 launch delays that shifted some premium demand into the quarter.
Apple posted its best-ever second quarter with a record 20% share, up 4 points, as the iPhone 17 drove a strong upgrade cycle and stable pricing contrasted with competitors' price increases.
Sub-$400 phones saw the sharpest declines because memory and storage costs surged to more than four to five times year-ago levels for some vendors, squeezing margins and forcing a shift from volume to value.
Omdia expects the next two quarters to face the worst volume pressure, with memory prices unlikely to start easing before 2H27 and vendors pushing further upmarket as budget buyers delay or trade down.
Beyond Apple and Samsung, which brands can survive by innovating around the memory crisis, not just raising prices?
As the AI boom makes cheap smartphones extinct, how will developing nations bridge the growing digital divide?
With a helium crisis crippling chip production, which nations will control future semiconductor supply chains?
2026 Smartphone Shipments Drop 12.9% Globally as AI Demand Triggers Memory Crisis and Market Polarization
Overview
In early 2026, the global smartphone market faced an unprecedented decline, with shipments dropping 4.1% year-on-year to 289.7 million units. This downturn was mainly driven by a memory supply shortage and surging component prices, which raised production costs for manufacturers. As a result, device prices increased, leading to weaker consumer demand worldwide. Consumers became more cautious with their spending, especially in major markets like India, where demand was further slowed by seasonal factors. These challenges mark a sharp reversal from years of growth, signaling a tough period ahead for both manufacturers and buyers.