A report from Omdia reveals that global smartphone shipments fell 4% in Q2 of 2026.
No surprises there, as the whole tech industry continues to suffer due to the ongoing RAM shortage.
What’s surprising about this report is that the top 2 smartphone vendors managed to increase their market share. Leading the pack is Samsung, which owned 22% of the market share for Q2 2026 — a 2% increase from the same quarter last year.
Apple is the biggest gainer, sitting in the second spot at 20% after gaining 4% from Q2 2025.
The third-placer, Xiaomi, is at the third spot despite suffering a 4% decline. It is followed by OPPO with a 10% market share (-2%) and vivo at 8% (-1%).
As per Omdia, Samsung managed to gain ground in the budget category after its Chinese rivals shrank their product lines and implemented price hikes.
Apple’s best second quarter in history was apparently thanks to the iPhone 17 series and the fact that they kept their prices the same.
It is in the under-USD400 price segment where shipments fell the most. Why? Because it is “where supply constraints are tightest, profit margins are slimmest, and price sensitivity is highest”, said Omdia Principal Analyst Runar Bjorhovde.
But the nightmare for the whole market doesnt end there as Omdia forecasts sharper declines in Q3 and Q4. Budget-oriented phones can get more expensive, which is a bad news for consumers.