Institution: Global Smartphone Market down 4% in 2Q26 while Apple and Samsung Grew against the Trend

According to Omdia's latest research, global smartphone shipments fell 4% year-on-year in 2Q26 as the ongoing memory crisis disrupted supply and pushed up component costs. The steepest volume drops hit the sub-$400 mass market segment, where supply constraints are tightest, profit margins are slimmest, and price sensitivity is highest. Samsung and Apple bucked the downward trend, growing shipments and increasing their market share by 2 and 4 percentage points compared with 2Q25, respectively. Principal Analyst at Omdia anticipates that the sharpest volume declines to hit in the upcoming two quarters.