Omdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared
According to Omdia’s latest research, global smartphone shipments fell 4% year-on-year in 2Q26 as the ongoing memory crisis disrupted supply and pushed up component costs. The current dynamic has created severe market polarization, reflecting stark differences in vendors’ mitigation strategies which vary according to their priorities, scale, price-band focus, and core audience demographics.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260713634542/en/ Worldwide smartphone shipment market share top vendors 2Q22 to 2Q26
In particular, Samsung and Apple bucked the downward trend, growing shipments and increasing their market share by 2 and 4 percentage points compared with 2Q25, respectively.
Samsung remained the largest smartphone vendor in 2Q26 with 22% market share, helped by resilient demand and strong supply availability. The delayed launch of the Galaxy S26-series pushed some demand into the second quarter for the premium segment. At the same time, Samsung gained ground in the budget segment as Chinese rivals pivoted to a more conservative strategy, by reducing product lines and increasing device sell-in prices.
