{"id":980950,"date":"2026-07-13T09:54:21","date_gmt":"2026-07-13T13:54:21","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-global-smartphone-market-down-4-in-2q26-while-apple-and-samsung-soared\/"},"modified":"2026-07-13T09:54:21","modified_gmt":"2026-07-13T13:54:21","slug":"omdia-global-smartphone-market-down-4-in-2q26-while-apple-and-samsung-soared","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-global-smartphone-market-down-4-in-2q26-while-apple-and-samsung-soared\/","title":{"rendered":"Omdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared"},"content":{"rendered":"

<\/p>\n

Omdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared<\/b><\/p>\n

LONDON–(BUSINESS WIRE<\/a>)–
\nAccording to Omdia\u2019s latest research<\/a>, global smartphone shipments fell 4% year-on-year in 2Q26 as the ongoing memory crisis disrupted supply and pushed up component costs. The current dynamic has created severe market polarization, reflecting stark differences in vendors\u2019 mitigation strategies which vary according to their priorities, scale, price-band focus, and core audience demographics.<\/p>\n

This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260713634542\/en\/<\/a><\/p>\n

\"Worldwide<\/p>\n

Worldwide smartphone shipment market share top vendors 2Q22 to 2Q26<\/p>\n<\/div>\n

\nIn particular, Samsung and Apple bucked the downward trend, growing shipments and increasing their market share by 2 and 4 percentage points compared with 2Q25, respectively.<\/p>\n

\nSamsung remained the largest smartphone vendor in 2Q26 with 22% market share, helped by resilient demand and strong supply availability. The delayed launch of the Galaxy S26-series pushed some demand into the second quarter for the premium segment. At the same time, Samsung gained ground in the budget segment as Chinese rivals pivoted to a more conservative strategy, by reducing product lines and increasing device sell-in prices.<\/p>\n

\nApple delivered its best second-quarter performance ever, capturing a record-high 20% market share during what traditionally is its slowest quarter of the year. The iPhone 17 series delivered one of the strongest iPhone refresh and upgrade cycles in Apple\u2019s history. Apple also benefited from stable pricing while most competitors were forced to raise their pricing. However, as Apple raised pricing across other products towards the end of 2Q, a key question remains to what extent iPhones might be impacted by similar hikes later this year.<\/p>\n

\nMeanwhile, mass market segment declines squeezed many players beyond the top two. On the ranking table, Xiaomi defended its third spot with 11% market share. OPPO held fourth at 10% share as it underwent restructuring to optimize its three-brand umbrella. vivo rounded out the top five with 8% market share.<\/p>\n

\n\u201cThe steepest volume drops hit the sub-$400 mass market segment<\/a>, where supply constraints are tightest, profit margins are slimmest, and price sensitivity is highest,\u201d said Runar Bjorhovde, Principal Analyst at Omdia<\/a>. \u201cTo adapt, vendors are shifting their strategies from volume to value by reoptimizing portfolios and adjusting retail pricing. Managing the surging component costs is incredibly complex and unpredictable, with some vendors facing memory costing more than four to five times what they did a year ago. Memory and storage alone now account for more than 60% of the bill-of-material for budget devices and more than 30% for high-end models. Although memory and storage costs are the biggest challenges for vendors, they are far from the only challenge. New semiconductor bottlenecks, such as within foundries, are adding further cost pressures.\u201d<\/p>\n

\n\u201cWhile vendors hope for near-term price corrections, memory price declines are expected to begin at the earliest in the second half of 2027. However, prices are unlikely to return to pre-2025 levels,\u201d said Le Xuan Chiew, Research Manager at Omdia<\/a>. \u201cSmartphone vendors\u2019 tactical adjustments should not be considered short-term response tactics but rather key permanent strategic shifts that will ensure business agility and sustainability in the years to come.”<\/p>\n

\n\u201cWe anticipate the sharpest volume declines to hit in the upcoming two quarters<\/a>, where normal seasonal demand peaks \u2014 driven by new launches, holidays and shopping festivals \u2014 collide with constrained memory chip supply,\u201d added Bjorhovde. \u201cConsequently, vendors are expected to lean further into the higher price segments to capitalize on customers seeking device upgrades in 2026\u2019s sales season. However, while moving upmarket protects margins and revenue, vendors offer fewer options to budget-constrained consumers. Many mass-market buyers will be forced to delay purchases, downgrade expectations, utilize financing, or opt for refurbished devices.\u201d<\/p>\n\n\n\n\n\n\n\n\n\n\n\n
\n

Worldwide smartphone market share split
\n
Omdia Preliminary Smartphone Market Pulse: 2Q26<\/b><\/p>\n<\/td>\n<\/tr>\n

\n

Vendor<\/b><\/p>\n<\/td>\n

\n

2Q26<\/b><\/p>\n

market share<\/b><\/p>\n<\/td>\n

\n

2Q25<\/b><\/p>\n

market share<\/b><\/p>\n<\/td>\n<\/tr>\n

\n

Samsung<\/b><\/p>\n<\/td>\n

\n

\n22%<\/p>\n<\/td>\n

\n

\n20%<\/p>\n<\/td>\n<\/tr>\n

\n

Apple<\/b><\/p>\n<\/td>\n

\n

\n20%<\/p>\n<\/td>\n

\n

\n16%<\/p>\n<\/td>\n<\/tr>\n

\n

Xiaomi<\/b><\/p>\n<\/td>\n

\n

\n11%<\/p>\n<\/td>\n

\n

\n15%<\/p>\n<\/td>\n<\/tr>\n

\n

OPPO<\/b><\/p>\n<\/td>\n

\n

\n10%<\/p>\n<\/td>\n

\n

\n12%<\/p>\n<\/td>\n<\/tr>\n

\n

vivo<\/b><\/p>\n<\/td>\n

\n

\n8%<\/p>\n<\/td>\n

\n

\n9%<\/p>\n<\/td>\n<\/tr>\n

\n

Others<\/b><\/p>\n<\/td>\n

\n

\n29%<\/p>\n<\/td>\n

\n

\n29%<\/p>\n<\/td>\n<\/tr>\n

\n

\n\u00a0<\/p>\n<\/td>\n

\n

\n\u00a0<\/p>\n<\/td>\n

\n

\n\u00a0<\/p>\n<\/td>\n<\/tr>\n

\n

\nNote: Preliminary estimates are subject to change on final release.
\n
Percentages may not add up to 100% due to rounding
\n
Xiaomi includes Redmi and POCO, vivo includes iQOO,
\n
OPPO includes realme and OnePlus.
\n
Source: Omdia Smartphone Horizon Service (sell-in shipments), July 2026<\/p>\n<\/td>\n<\/tr>\n<\/table>\n

ABOUT OMDIA<\/b><\/p>\n

Omdia<\/a>, part of Informa TechTarget, Inc. (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients\u2019 strategic advantage. From R&D to ROI, we identify the greatest opportunities and move the industry forward.<\/p>\n

\"\"<\/p>\n

View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20260713634542\/en\/<\/a><\/span><\/p>\n

\nFasiha Khan: fasiha.khan@omdia.com
\n<\/a>
Eric Thoo: eric.thoo@omdia.com<\/a><\/p>\n

KEYWORDS:<\/b> China United States United Kingdom North America Asia Pacific Europe<\/p>\n

INDUSTRY KEYWORDS:<\/b> Technology Mobile\/Wireless Research Semiconductor Audio\/Video Internet Hardware Science Consumer Electronics<\/p>\n

MEDIA:<\/b><\/p>\n\n\n\n\n\n\n\n\n\n\n
Photo<\/b><\/font><\/td>\n<\/tr>\n
\"Photo\"<\/td>\n<\/tr>\n
Worldwide smartphone shipment market share top vendors 2Q22 to 2Q26<\/font><\/td>\n<\/tr>\n
Photo<\/b><\/font><\/td>\n<\/tr>\n
\"Photo\"<\/td>\n<\/tr>\n
Global smartphone market down 4 percent in 2Q26<\/font><\/td>\n<\/tr>\n
Logo<\/b><\/font><\/td>\n<\/tr>\n
\"Logo\"<\/td>\n<\/tr>\n
<\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

Omdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared LONDON–(BUSINESS WIRE)– According to Omdia\u2019s latest research, global smartphone shipments fell 4% year-on-year in 2Q26 as the ongoing memory crisis disrupted supply and pushed up component costs. The current dynamic has created severe market polarization, reflecting stark differences in vendors\u2019 mitigation strategies which vary according to their priorities, scale, price-band focus, and core audience demographics. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260713634542\/en\/ Worldwide smartphone shipment market share top vendors 2Q22 to 2Q26 In particular, Samsung and Apple bucked the downward trend, growing shipments and increasing their market share by 2 and 4 percentage points compared with 2Q25, respectively. Samsung remained the largest smartphone … <\/p>\n

Continue reading “Omdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-980950","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nOmdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/omdia-global-smartphone-market-down-4-in-2q26-while-apple-and-samsung-soared\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Omdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Omdia: Global Smartphone Market Down 4% in 2Q26 While Apple and Samsung Soared LONDON–(BUSINESS WIRE)– According to Omdia\u2019s latest research, global smartphone shipments fell 4% year-on-year in 2Q26 as the ongoing memory crisis disrupted supply and pushed up component costs. The current dynamic has created severe market polarization, reflecting stark differences in vendors\u2019 mitigation strategies which vary according to their priorities, scale, price-band focus, and core audience demographics. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260713634542\/en\/ Worldwide smartphone shipment market share top vendors 2Q22 to 2Q26 In particular, Samsung and Apple bucked the downward trend, growing shipments and increasing their market share by 2 and 4 percentage points compared with 2Q25, respectively. 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The current dynamic has created severe market polarization, reflecting stark differences in vendors\u2019 mitigation strategies which vary according to their priorities, scale, price-band focus, and core audience demographics. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260713634542\/en\/ Worldwide smartphone shipment market share top vendors 2Q22 to 2Q26 In particular, Samsung and Apple bucked the downward trend, growing shipments and increasing their market share by 2 and 4 percentage points compared with 2Q25, respectively. 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