started · updated
Samsung retakes global lead as smartphone shipments hit 13‑year low
Global smartphone shipments fell 11% in the second quarter of 2026, the lowest level since 2013, as a prolonged memory‑chip shortage drives component costs up by roughly 300% and forces many manufacturers to raise prices or cut low‑margin models. Counterpoint Research senior analyst Shilpi Jain said, “The global memory crisis has now overtaken every other factor as the single biggest drag on the smartphone industry.”
Samsung reclaimed the top spot with about a 24% share, boosted by strong sales of its Galaxy S26 series and fewer price hikes in markets such as India and the Middle East. Apple grew its shipments 3% and reached a record 20% global market share, helped by keeping iPhone prices stable while rivals in the entry‑ and mid‑range segments raised prices. In China, overall shipments fell 4.3% to 66 million units, but both Huawei (+19.4%) and Apple (+24.4%) posted growth, giving Apple an 18.1% share of the Chinese market.
The memory shortage hurt budget‑focused makers the most; Xiaomi, Oppo and Vivo recorded double‑digit shipment declines. Analysts expect global shipments to be down roughly 14% for the full year and warn the shortage could persist into 2027, continuing to shape pricing and product strategies across the industry.