Samsung regains global lead while Apple hits 20% share as memory chip shortage slashes smartphone shipments

Global smartphone shipments fell 11% year‑on‑year in the second quarter of 2026, the weakest Q2 since 2013, according to Counterpoint Research. A prolonged shortage of DRAM and NAND memory chips – driven by AI data‑centre demand – has pushed component costs up and forced most OEMs to raise prices, especially for entry‑ and mid‑tier devices. Analyst Shilpi Jain described the situation as a “full‑blown demand issue.”

Samsung reclaimed the top spot with a 24% share, helped by strong sales of its Galaxy S26 series, better product availability and limited price hikes in markets such as India and the Middle East. Apple grew iPhone shipments 3% and captured a record 20% global share, the only major maker that kept iPhone prices stable; the iPhone 17 line was the world’s best‑shipped model.

Chinese brands that rely heavily on budget segments – Xiaomi, OPPO and Vivo – posted double‑digit shipment declines and saw their market shares fall to around 12%, 11% and 8% respectively. Counterpoint expects global smartphone shipments to be down roughly 14% for the full year, with the memory shortage likely persisting into 2027.

The market shift is prompting manufacturers to trim low‑margin models, switch more customers to refurbished devices and focus on higher‑priced premium phones to protect margins.