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<\/a><\/a>\nIn particular, Samsung and Apple bucked the downward trend, growing shipments and increasing their market share by 2 and 4 percentage points compared with 2Q25, respectively.<\/p>
\nSamsung remained the largest smartphone vendor in 2Q26 with 22% market share, helped by resilient demand and strong supply availability. The delayed launch of the Galaxy S26-series pushed some demand into the second quarter for the premium segment. At the same time, Samsung gained ground in the budget segment as Chinese rivals pivoted to a more conservative strategy, by reducing product lines and increasing device sell-in prices.<\/p>
\nApple delivered its best second-quarter performance ever, capturing a record-high 20% market share during what traditionally is its slowest quarter of the year. The iPhone 17 series delivered one of the strongest iPhone refresh and upgrade cycles in Apple\u2019s history. Apple also benefited from stable pricing while most competitors were forced to raise their pricing. However, as Apple raised pricing across other products towards the end of 2Q, a key question remains to what extent iPhones might be impacted by similar hikes later this year.<\/p>
\nMeanwhile, mass market segment declines squeezed many players beyond the top two. On the ranking table, Xiaomi defended its third spot with 11% market share. OPPO held fourth at 10% share as it underwent restructuring to optimize its three-brand umbrella. vivo rounded out the top five with 8% market share.<\/p>
\n\u201cThe steepest volume drops hit the sub-$400 mass market segment<\/a>, where supply constraints are tightest, profit margins are slimmest, and price sensitivity is highest,\u201d said Runar Bjorhovde, Principal Analyst at Omdia<\/a>. \u201cTo adapt, vendors are shifting their strategies from volume to value by reoptimizing portfolios and adjusting retail pricing. Managing the surging component costs is incredibly complex and unpredictable, with some vendors facing memory costing more than four to five times what they did a year ago. Memory and storage alone now account for more than 60% of the bill-of-material for budget devices and more than 30% for high-end models. Although memory and storage costs are the biggest challenges for vendors, they are far from the only challenge. New semiconductor bottlenecks, such as within foundries, are adding further cost pressures.\u201d<\/p> \n\u201cWhile vendors hope for near-term price corrections, memory price declines are expected to begin at the earliest in the second half of 2027. However, prices are unlikely to return to pre-2025 levels,\u201d said Le Xuan Chiew, Research Manager at Omdia<\/a>. \u201cSmartphone vendors\u2019 tactical adjustments should not be considered short-term response tactics but rather key permanent strategic shifts that will ensure business agility and sustainability in the years to come.\"<\/p>