**Global Smartphone Shipments Decline Amid Memory Crisis**
Global smartphone shipments experienced a notable decline of 4 percent year-on-year in the second quarter of 2026, primarily driven by an ongoing memory crisis that has disrupted supply chains and increased component costs. This trend was highlighted in a recent report by market intelligence firm Omdia, which noted that the current market dynamics have led to a polarized landscape, with varying outcomes for different vendors based on their strategies, pricing, and target demographics.
Samsung and Apple emerged as the only major manufacturers to see an increase in shipments during this period, thereby strengthening their positions in the market. Samsung retained its status as the world's largest smartphone vendor, capturing 22 percent of the global market share. The company benefited from resilient demand and improved supply availability, particularly following the delayed launch of its Galaxy S26 series, which shifted some premium smartphone demand into the second quarter. Additionally, Samsung gained traction in the budget segment as several Chinese competitors adopted more cautious approaches, including reducing product ranges and increasing prices in response to rising costs.
Apple also recorded a significant performance boost, achieving a 20 percent market share during what is typically considered its weakest quarter of the year. The launch of the iPhone 17 series contributed to one of the strongest upgrade cycles in Apple's history. The company's ability to maintain stable pricing, while many competitors raised their prices, further bolstered its market position. However, concerns have been raised regarding potential price increases for the iPhone later in 2026, following Apple's decision to raise prices across other product categories towards the end of the second quarter.
In contrast to the successes of Samsung and Apple, other major manufacturers faced considerable challenges. Xiaomi maintained its position as the third-largest smartphone vendor globally, with an 11 percent market share, while OPPO ranked fourth with 10 percent, restructuring its operations around a three-brand strategy. Vivo rounded out the top five with an 8 percent market share. The report indicated that the steepest declines were observed in the sub-$400 mass market segment, where supply constraints are most acute, profit margins are slim, and price sensitivity among consumers is high.
According to Omdia's Principal Analyst Runar Bjorhovde, vendors are responding to these challenges by shifting their strategies from a focus on volume to one centered on value. This includes reoptimizing product portfolios and adjusting retail pricing to better align with current market conditions. The rising costs of memory components have become a significant hurdle for manufacturers, with some facing memory prices that are four to five times higher than they were a year ago. Memory and storage components now account for over 60 percent of the bill of materials for budget smartphones and more than 30 percent for premium models.
In addition to memory costs, manufacturers are grappling with new semiconductor bottlenecks, particularly those affecting chip foundries, which have further escalated production costs. Research Manager Le Xuan Chiew noted that while vendors are hopeful for near-term price corrections, any declines in memory prices are not expected to materialize until at least the second half of 2027, with prices unlikely to return to pre-2025 levels.
Omdia anticipates that the most significant shipment declines will occur over the next two quarters, coinciding with seasonal demand peaks driven by new product launches and shopping events, compounded by restricted memory chip availability. As a result, vendors are expected to increasingly focus on higher price segments to capitalize on consumers looking to upgrade their devices during the 2026 sales season. However, this shift towards more expensive devices may limit the availability of affordable options for consumers, particularly those in lower-income segments who may delay purchases, lower their expectations, or consider financing options or refurbished smartphones.
As the smartphone market continues to navigate these challenges, manufacturers are being forced to adapt their strategies to balance rising production costs with weakening demand, creating a complex environment for companies that have traditionally relied on high-volume sales of affordable devices. The ongoing memory crisis and its impact on the supply chain will likely shape the future of the smartphone industry as companies seek to enhance flexibility and sustainability in their operations.