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.