Samsung leads as global smartphone shipments fall 6% in Q2 2026

Global smartphone shipments declined 6% year‑on‑year to 272 million units in the second quarter of 2026, according to Omdia data. Samsung remained the world’s largest vendor, shipping 60.5 million phones and holding a 22% market share, while Apple recorded the strongest growth among the top five brands, increasing shipments by 23% to 55.1 million units and expanding its share to 20%. Xiaomi’s shipments fell 26% to 31.2 million units, reducing its share to 11%, and OPPO (including OnePlus and realme) saw a 17% decline. Omdia attributed the market downturn to persistent memory‑price pressure and rising component costs, prompting manufacturers to shift focus from volume to profitability and higher‑average‑selling‑prices.