Smartphone Slump: Apple & Samsung Gain Share

Global smartphone sales have fallen by six percent year-on-year, with 272 million units shipped in the second quarter of 2026. This decline, continuing since late 2025, is exacerbated by the ongoing memory crisis and rising component costs, leading to anticipated price hikes for low-end devices. Cheaper brands like Xiaomi and Oppo have been hit hardest, with shipment decreases of 26 percent and 17 percent, respectively.

Conversely, Samsung and Apple have expanded their market share. Samsung sold 60.5 million units, increasing its share to 22 percent, while also achieving record revenue from its component sales. Apple shipped 55.1 million units, up 23 percent year-on-year, capturing 20 percent of the market, bolstered by strong iPhone 17 sales. Apple is expected to launch its iPhone 18 models in two phases, with Pro variants in the fall and standard models in Spring 2027. Analysts predict success for manufacturers with strong pricing, resilient supply chains, and innovative strategies.