Global smartphone shipments fell 11% Y/Y in Q2, reaching the lowest second-quarter levels since 2013 as the DRAM and NAND shortage intensified, according to Counterpoint Research
- Samsung reclaimed the global leadership position with a 24% market share, recording the strongest Y/Y growth among the top five brands, as pricing and competitive dynamics in certain regions worked in its favour.
- Apple's shipments grew 3% Y/Y in Q2 2026, with its Q2 shipment share reaching 20% for the first time, supported by strong demand for its premium iPhone lineup.
- The outlook for the rest of 2026 remains challenging. Counterpoint continues to expect global smartphone shipments to decline by around 14% for the full year, with the global memory shortage expected to persist in 2027.
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