Apple and Samsung posted gains in Q2 2026, even as global smartphone shipments fell 6.7% year-on-year to 277.5 million units. Apple hit record demand for the iPhone 17, lifting its share to 20.1%, while Samsung grew 8.1% year-on-year to secure 22.6%.
The rest of the market struggled from the ongoing memory crisis, which pushed component costs up nearly 300% compared to last year. Entry-level devices were hit hardest, with memory now accounting for more than 65% of the bill of materials.
| Company | Q2 2026 Shipments (in millions) | Q2 2026 Market Share | Year-Over-Year Change |
|---|---|---|---|
| Samsung | 62.7 | 22.6% | +8.1% |
| Apple | 55.8 | 20.1% | +15.3% |
| Xiaomi | 31.2 | 11.2% | -26.3% |
| OPPO | 28.8 | 10.4% | -17.5% |
| vivo | 21.2 | 7.6% | -19.4% |
| Others | 77.8 | 28.0% | -11.0% |
Chinese brands took the brunt of the damage. Xiaomi shipments dropped 26.3% after cutting low-end volume to protect margins. OPPO fell 17.5%, while vivo slid 19.4%. Many tried to defend the sub-$200 segment by repackaging older models or pushing 4G variants.
Huawei was the lone exception. The brand is growing 20.9% year-on-year. Strong loyalty in China and steady promotions helped them expand their lineup and maintain momentum.
Also Read: IDC: Global smartphone shipments fall 6.7% in Q2 2026 amid memory crisis
IDC said the crisis is reshaping strategies across the industry. The next quarters will determine if memory costs stabilize or continue to pressure the market.
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