Omdia reports global smartphone shipments fell 4% YoY in Q2 2026, blaming an
ongoing memory shortage that has pushed component costs higher and weighed on
volumes. Samsung and Apple gained share versus Q2 2025, up 2 and 4 percentage
points respectively. Omdia analyst Runar Bjorhovde said the surge in memory
costs hit sub-$400 phones hardest, with some vendors seeing memory costs rise to
4–5x year-ago levels.