news analysis
Jul 13, 20265 mins
Except for the second user/refurbished smartphone markets, AI means the days of cheap phones are over, with huge price pressures putting low-end vendors out of business.
Omdia data confirms that Apple and Samsung are undisputed kings of the hill, combining for 42% of the market even as smartphone sales overall have seen a 4% average decline.
The two companies increased market share by 4% (Apple) and 2% (Samsung) compared with 2Q25. Meanwhile, the situation is becoming much worse for smaller vendors as memory prices spiral, leaving their businesses under immense strain. Data from Counterpoint Research tells a similar story, indicating Apple growth against a background of market decline.
