According to a new report from Counterpoint Research, Apple increased iPhone shipments by 3% year over year and captured a record 20% share of global smartphone shipments during the second quarter of 2026, despite an industry-wide downturn. The findings highlight Apple's ability to grow even as the overall market contracts.
Samsung leads but Apple gains share
Counterpoint Research estimates that in Q2 2026, Samsung led the global smartphone market with a 24% shipment share, followed by Apple at 20% (a record for the period), Xiaomi at 12%, OPPO at 11%, and vivo at 8%. Compared to the same quarter last year, Samsung gained four percentage points, Apple gained three, vivo gained one, while Xiaomi lost two and OPPO lost one. The combined share of other manufacturers fell from 28% to 26%. Samsung returned to the top after Apple led the first quarter on strong iPhone 17 demand.
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Apple was the only major OEM to avoid price hikes
For Q2 2026, Apple was the only major OEM to avoid smartphone price increases. Samsung grew faster thanks to strong demand for the Galaxy S26 series, improved product availability, and more aggressive promotions. Apple's shipments grew 3% YoY, pushing its market share to a record 20%. The iPhone 17 series remained the top-shipped global model, supported by resilient demand in key markets. However, China remained a soft spot: Apple's shipments declined YoY despite an early promotional campaign ahead of the 618 shopping festival, as discounts were less aggressive than those offered in 2025. Legacy iPhone models also faced softer demand, as component allocation prioritized current-generation devices due to memory supply constraints.
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Market outlook: 14% decline expected for 2026, memory shortage continues
Counterpoint expects global smartphone shipments to decline by around 14% for the full year 2026, with the global memory shortage likely to persist into 2027. Manufacturers will continue to cut low-margin models, adjust storage configurations, and rely more on refurbished and previous-generation devices until supply conditions improve. This environment could benefit companies like Apple, which maintained its pricing while others raised costs. For the full report, visit Counterpoint Research.
In a shrinking market, Apple's strategy stands out for maintaining growth without aggressive discounting. While Samsung leveraged promotions and availability, Apple benefited from brand loyalty and the strength of the iPhone 17 series. The record 20% share is a significant milestone, demonstrating Apple's resilience amid a market downturn. However, the China situation remains a concern, with increased competition from local brands and less aggressive promotions dampening sales.
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For related reading, check our article on Samsung Health and AI training consent. For more context on the smartphone industry, see Wikipedia's smartphone page.
