Samsung has retaken the top spot in global smartphone shipments, displacing Apple in the second quarter of 2026, according to Counterpoint Research figures reported by Mashable and Reuters. Samsung held 24% of the market, while Apple reached a record 20% share despite slipping to second place.
The shift follows Apple’s first-quarter lead, powered by strong iPhone 17 demand. Samsung’s return was driven by the Galaxy S26 range, with Counterpoint identifying the Galaxy S26 Ultra as a particularly strong seller.
The wider result is less a sign of booming handset demand than a snapshot of a market under supply pressure. Reuters reported that global smartphone shipments fell 11% year over year in Q2, reaching the weakest second-quarter level since 2013.
Memory shortages are a central problem. DRAM and storage suppliers have prioritized higher-margin AI data-center demand, raising component costs for handset makers. The impact is most acute for budget and mid-range phones, where manufacturers have little room to absorb higher bills of materials without raising retail prices.
Counterpoint expects the broader smartphone market to remain difficult through the rest of 2026, with shipment volumes projected to decline by roughly 14% for the year.
Apple, meanwhile, grew iPhone shipments 3% year over year even as the market contracted. The iPhone 17 was Counterpoint’s top-shipped model globally, and Apple maintained pricing on that range. Older iPhone models were reportedly softer, however, as component allocation favored current-generation hardware amid memory constraints. China also remained a weaker market for Apple.
For Windows users and IT buyers, the immediate consequence is simple: handset prices and availability—especially below the flagship tier—are likely to remain less favorable through 2026, regardless of whether Samsung or Apple holds the quarterly crown.
The shift follows Apple’s first-quarter lead, powered by strong iPhone 17 demand. Samsung’s return was driven by the Galaxy S26 range, with Counterpoint identifying the Galaxy S26 Ultra as a particularly strong seller.
A shrinking market, not a runaway win
The wider result is less a sign of booming handset demand than a snapshot of a market under supply pressure. Reuters reported that global smartphone shipments fell 11% year over year in Q2, reaching the weakest second-quarter level since 2013.Memory shortages are a central problem. DRAM and storage suppliers have prioritized higher-margin AI data-center demand, raising component costs for handset makers. The impact is most acute for budget and mid-range phones, where manufacturers have little room to absorb higher bills of materials without raising retail prices.
Counterpoint expects the broader smartphone market to remain difficult through the rest of 2026, with shipment volumes projected to decline by roughly 14% for the year.
Samsung’s advantage, Apple’s resilience
Samsung appears to have benefited from its vertically integrated supply chain and broad premium portfolio. Its semiconductor operations give it more exposure to memory manufacturing than most rivals, although that does not make its phone business immune to rising component costs. The company reportedly avoided an Ultra-model price increase during the quarter, helping its highest-end Galaxy S26 device sustain demand.Apple, meanwhile, grew iPhone shipments 3% year over year even as the market contracted. The iPhone 17 was Counterpoint’s top-shipped model globally, and Apple maintained pricing on that range. Older iPhone models were reportedly softer, however, as component allocation favored current-generation hardware amid memory constraints. China also remained a weaker market for Apple.
For Windows users and IT buyers, the immediate consequence is simple: handset prices and availability—especially below the flagship tier—are likely to remain less favorable through 2026, regardless of whether Samsung or Apple holds the quarterly crown.
References
- Primary source: Mashable
Published: 2026-07-13T17:57:13+00:00
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