Counterpoint says worsening DRAM and NAND supply shortages pushed global
smartphone shipments down 11% YoY in Q2 2026, the weakest Q2 since 2013. Samsung
regained the No.1 position with a 24% share and the strongest YoY growth among
the top five, helped by pricing moves and competitive dynamics in select
markets. Apple shipments rose 3% YoY, with quarterly share reaching 20% for the
first time, supported by strong demand for high-end iPhones. Xiaomi, OPPO and
vivo fell sharply; heavier exposure to storage-cost‑sensitive entry and mid
segments left their volumes under greater pressure.