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. 2% in 2025.
See More: Top Value Stocks 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. 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. 2% in 2025.
5%.
