Apple and Samsung grow as Chinese brands struggle in Q2 2026

Apple and Samsung posted gains in Q2 2026, even as global smartphone shipments fell 6.7% year-on-year to 277.5 million units. Apple hit record demand for the iPhone 17, lifting its share to 22%, while Samsung grew 8.1% year-on-year to secure 22.6%. The rest of the market struggled from the ongoing memory crisis, which pushed component costs up nearly 300% compared to last year. Entry-level devices were hit hardest, with memory now accounting for more than 65% of the bill of materials. CompanyQ2 2026Shipments(in millions)Q2 2026Market ShareYear-Over-Year ChangeSamsung62.722.6%+8.1%Apple55.820.1%+15.3%Xiaomi31.211.2%-26.3%OPPO28.810.4%-17.5%vivo21.27.6%-19.4%Others77.828.0%-11.0%Top 5 Companies, Worldwide Smartphone Shipments, Market Share, and Year-Over-Year Growth, Q2 2026 Chinese brands took the brunt of the damage. Xiaomi shipments dropped 26.3% after cutting low-end volume to protect margins. OPPO fell 17.5%,… Read More