Global smartphone shipments declined 4% year-over-year in Q2 2026 due to an ongoing memory chip shortage that disrupted supply chains and increased component costs, according to Omdia.
Despite the market slowdown, Samsung and Apple gained market share. Samsung remained the largest smartphone vendor with a 22% share, benefiting from strong demand and the delayed Galaxy S26 launch. Apple achieved its best-ever second quarter, reaching a record 20% market share thanks to strong iPhone 17 sales and stable pricing.
Xiaomi, OPPO and vivo rounded out the top five vendors. The biggest declines were seen in the sub-$400 smartphone segment, where rising memory and storage costs have hit manufacturers hardest. Omdia expects supply constraints and high component prices to continue, with memory costs unlikely to return to pre-2025 levels, pushing brands to focus more on premium devices while budget buyers face fewer affordable options.
Source: Omdia
