Global Smartphone Shipments Hit 13-Year Low in Q2 2026

On July 14, market research firm Counterpoint released data showing that as DRAM and NAND supply shortages worsen, global smartphone shipments in the second quarter of 2026 fell 11% year-over-year, hitting the lowest level for a second quarter since 2013. Samsung reclaimed the global top spot with a 24% market share and posted the highest year-over-year growth among the top five brands, largely benefiting from its pricing strategies and competitive dynamics in certain markets. Meanwhile, Apple’s shipments in Q2 2026 grew 3% year-over-year, reaching 20% for the first time in a second quarter, driven by strong demand for premium iPhones. Xiaomi, Oppo, and vivo saw significant declines among the top five global brands, as they rely more on entry-level and mid-range markets that are sensitive to storage costs, putting additional pressure on their shipments.