Samsung Retakes Smartphone Throne, Apple Scores Record Share

The global smartphone market weakened in the second quarter of 2026 as memory shortages pushed up costs and prices, according to Counterpoint Research.

Global smartphone shipments fell 7% from a year earlier in the quarter. However, analysts said developed markets proved more resilient because of their greater exposure to premium devices. North American shipments rose 6%, while Western Europe declined just 1%.

Samsung Reclaims Global Lead

Samsung Electronics Co. Ltd. (OTC:SSNLF) reclaimed the top position with a 23% share of global smartphone shipments in the second quarter. Its shipments increased 9% year over year, helped by favorable pricing and competitive dynamics, Counterpoint said.

The longer-term data also show Samsung strengthening its position. Its global shipment share reached 21.8% in the first half of 2026, up from 19.2% in 2025.

Apple Gains As Rivals Raise Prices

Apple Inc. (NASDAQ:AAPL) also gained ground despite the broader market contraction. Shipments jumped 13% year over year, lifting Apple’s second-quarter market share to a record 21%.

Counterpoint attributed the performance to demand for the iPhone 17 series. Apple was also the only major smartphone maker that avoided raising prices amid higher memory costs.

Apple’s first-half market share rose to 20.9% from 19.7% in 2025. That narrowed its gap with Samsung to less than 1 percentage point.

Xiaomi Takes The Biggest Hit

Xiaomi Corp. (OTC:XIACF) faced the sharpest pressure among the five largest smartphone makers. Its shipments plunged 26% year over year.

Counterpoint said Xiaomi’s heavier exposure to entry-level and midrange devices left it more vulnerable to rising memory costs and weaker consumer affordability.

Its global shipment share fell to 11.4% in the first half from 13.2% in 2025. OPPO’s share slipped to 10.3% from 11.5%, while vivo declined to 7.6% from 8.5%.

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