Samsung Electronics regained its position as the world’s largest smartphone vendor in the second quarter of 2026. The company captured a market share between 22% and 24% during the period. Apple secured the second spot with a market share of approximately 20%. Total industry shipments fell to their lowest second-quarter levels since 2013.
A global memory chip shortage drove the downturn by increasing component costs. These costs squeezed manufacturers in the budget and mid-range segments, leading to significant declines for Chinese brands. Xiaomi shipments fell sharply, with its market share dropping to between 11% and 12%.
Samsung and Apple maintained growth through supply chain scale and dominance in the premium segment. Strong demand for the Galaxy S26 series and strategic pricing bolstered Samsung’s performance. Counterpoint Research, IDC, and Omdia provided the data for these market shifts.