Omdia Q2 2026 Report: Smartphone Shipments Fall 4% Amid Memory Crisis, Samsung and Apple Gain Ground

According to a report released by market research firm Omdia on July 13, global smartphone shipments experienced a 4% year-over-year decline in the second quarter of 2026.

The report attributes this continued downturn to an ongoing memory crisis that has significantly pushed up component costs. Despite the overall market contraction, industry giants Samsung and Apple bucked the trend, increasing their market share by 2 and 4 percentage points, respectively, compared to the same quarter in 2025.

Samsung maintained its position as the largest smartphone manufacturer, capturing a 22% market share in Q2 2026, up 2 percentage points year-over-year. This growth is credited to strong consumer demand and a well-managed, ample supply chain.

Apple also saw remarkable growth, reaching a 20% market share, a 4-percentage-point increase from the previous year. This performance is particularly impressive for what is typically the slowest quarter of the year. The report suggests Apple's robust supply chain and the relatively stable pricing of the iPhone 17 series were key factors, driving a strong replacement and upgrade cycle among consumers.

In contrast, other major brands faced declines. Xiaomi's market share fell to 11% in Q2 2026, a drop of 4 percentage points from 15% in the prior year. Similarly, OPPO's share decreased by 2 percentage points, and vivo's by 1 percentage point.

Omdia analyst Runar Bjorhovde highlighted that the sub-$400 smartphone segment has been hit the hardest by rising memory costs. Some manufacturers are facing memory component costs that are four to five times higher than a year ago. For entry-level devices, memory and storage now account for over 60% of the total bill of materials.

Looking ahead, Omdia Research Manager Le Xuan Chiew stated that memory prices are not expected to decline until the second half of 2027 and are unlikely to return to pre-2025 levels. This suggests that while the overall market struggles with cost pressures, top-tier players like Samsung and Apple are leveraging their scale to consolidate their market leadership.