Global smartphone shipments fell by 11% year-on-year in the April-June quarter of 2026, marking the lowest second-quarter levels since 2013. The decline was attributed to a deepening memory shortage, which emerged as a significant challenge for the industry. According to Counterpoint Research’s Market Monitor, DRAM and NAND prices surged during the quarter, leading to increased costs for OEMs.
Samsung regained its position as the global leader in Q2, capturing a 24% market share and showing the strongest growth among the top five brands. The company performed well in India and the Middle East, benefiting from improved product availability and aggressive promotional activities. Samsung managed to maintain its momentum in flagship products amidst the challenging market conditions.
Apple experienced a 3% year-on-year growth in shipments during the quarter, with its market share reaching a record 20%. Notably, Apple was the only major OEM that did not raise smartphone prices during this period. The company’s strategic pricing approach allowed it to navigate the market challenges more effectively than its competitors.
The global smartphone industry is facing a severe memory crisis, which has become the primary obstacle to growth. The shortage of memory components has significantly impacted the production and pricing of entry and mid-tier devices. Additionally, geopolitical tensions in the Middle East have contributed to rising oil and shipping costs, further driving up smartphone prices for consumers.
Looking ahead to the remainder of 2026, the outlook for the smartphone market remains challenging. Counterpoint Research anticipates a continued decline in global smartphone shipments by approximately 14% for the full year. The memory shortage is expected to persist into 2027, posing ongoing challenges for the industry’s recovery and growth prospects.
