Apple Captures Record 20% Q2 Smartphone Share as Shipments Rise 3% in Downturn
Updated
Updated · 9to5Mac · Jul 13
Apple Captures Record 20% Q2 Smartphone Share as Shipments Rise 3% in Downturn
3 articles · Updated · 9to5Mac · Jul 13
Summary
Counterpoint said Apple lifted iPhone shipments 3% year over year in Q2 2026, taking a record 20% share of global smartphone shipments despite the market slump.
The gain was driven by continued strength in the iPhone 17 series—the top-shipped model globally—and by Apple avoiding the price hikes that hit other major phone makers.
Samsung still led the quarter with 24% share, up on strong Galaxy S26 demand, better availability and heavier promotions, after Apple topped Q1 on iPhone 17 momentum.
China remained Apple's weak spot, where shipments fell despite early 618 promotions, while softer legacy iPhone demand and memory-related supply constraints limited older-model availability.
Counterpoint expects global smartphone shipments to drop about 14% for 2026, with the memory shortage persisting into 2027 and brands leaning more on refurbished and older devices.
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.