Apple and Samsung are gaining ground, but the global smartphone market is not recovering in unit terms. Counterpoint estimates that worldwide smartphone shipments fell 11% year over year in the second quarter of 2026, while Omdia calculates a smaller 4% decline. Both trackers agree that Apple and Samsung increased their positions inside a shrinking market. The accurate description is a share rebound, not a global sales rebound.
What the latest numbers actually show
Market reports primarily measure shipments (also called sell-in): devices sent by manufacturers to distributors, retailers or carriers. Shipments are not the same as sell-through, which is a consumer purchase, and they do not measure revenue or the installed base of phones already in use.
| Measure | Q2 2026 result | Source and qualification |
|---|---|---|
| Global smartphone shipments | Down 11% year over year | Counterpoint preliminary shipment estimate; its weakest second quarter since 2013. Counterpoint |
| Global smartphone shipments | Down 4% year over year | Omdia estimate using a different tracker methodology. Omdia |
| Samsung global share | 24% | Counterpoint global shipment share |
| Apple global share | 20% | Counterpoint’s highest Q2 share in its series |
| Apple shipments | Up 3% year over year | Counterpoint shipment growth, not confirmed retail sell-through |
For context, IDC counted 293.8 million global smartphone shipments in the first quarter of 2026, down 2.9% year over year. Its quarterly tracker also found Apple and Samsung growing while the market contracted. IDC Q1 2026 data
Why Samsung led in the second quarter
The Galaxy S26 product cycle
Samsung reclaimed the No. 1 position with a 24% Q2 shipment share. Market coverage linked the result to demand for the Galaxy S26 family, improved availability and fewer price increases in some markets, including India and the Middle East. Those are explanations offered in industry reporting, not proof that one product alone caused the result. Counterpoint and Yonhap describe the quarterly ranking.
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A wider price and distribution range
Samsung sells across premium, mid-range and entry-level segments, with extensive carrier and retail distribution. That breadth gives it more opportunities to capture buyers when demand shifts between price bands. Apple has a more concentrated premium portfolio.
Quarterly leadership is seasonal
Samsung’s second-quarter advantage coincides with the period when its flagship Galaxy S line is newly available. Apple typically benefits from later-year iPhone demand after its major launch cycle. A Q2 ranking therefore does not establish permanent annual leadership; compare same-quarter results, full-year share or a rolling four-quarter total.
Samsung’s official U.S. product page lists the Galaxy S26 from $899.99 before trade-in, with the S26+ and Ultra above it. These are U.S. list-price signals; storage, promotions, carrier terms and geography change the amount a buyer actually pays. Samsung Galaxy S26
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Why Apple kept gaining share
Premium demand held up better
Apple shipments rose 3% year over year in Counterpoint’s Q2 estimate, giving it a record 20% Q2 share in that series. Omdia and IDC likewise placed Apple among the companies outperforming the overall market. Premium buyers have generally been more able to absorb higher component and logistics costs than budget buyers.
Price, ecosystem and upgrade economics
Apple’s relatively stable pricing, strong resale values, long software-support expectations, carrier availability and integration with services and devices such as Apple Watch and AirPods can reduce the friction of replacing an existing iPhone. These factors explain why the premium segment has been resilient; they do not show that every region or every iPhone model grew.
Do not mix fiscal and calendar quarters
Apple’s fiscal reporting periods do not align perfectly with calendar quarters used by market trackers. iPhone launch timing, channel inventory, promotions and regional release dates can move shipments between reporting periods. Apple leading some Q1 measurements and Samsung leading Counterpoint’s Q2 measurement is therefore not a contradiction. IDC and Counterpoint use different reporting windows and methodologies.
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Why the rest of the market is under pressure
Memory costs are squeezing low-cost phones
Counterpoint identified a memory-supply shortage as the dominant drag on Q2 shipments. Higher DRAM and NAND prices raise the bill of materials, which is especially difficult to absorb in devices with thin margins. Manufacturers can raise prices, accept lower margins or reduce specifications.
Budget and mid-range buyers are delaying or trading down
Omdia warns that moving upmarket can protect revenue and margins while leaving fewer affordable choices. Budget-conscious buyers may keep an older phone longer, choose a previous-generation model or accept less memory, a simpler camera or other compromises. Premium resilience therefore does not mean consumers overall are spending more.
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Modern phones remain capable for several years, creating a structural reason to upgrade less often. IDC also cites component, energy and logistics costs plus geopolitical risk. Its forecast calls for worldwide shipments to fall 13.9% in 2026 to 1.09 billion units, with another decline possible in 2027 and a potential 5.5% rebound in 2028 if memory supply normalizes. Those are forecasts, not established outcomes. IDC 2026 forecast
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- LIVE FAST. CHARGE FASTER: Focus more on the moment and less on your battery percentage with Galaxy A17 5G. Super Fast Charging powers up your battery so you can get back to life sooner.²
- MEMORIES MADE PICTURE PERFECT: Capture every angle in stunning clarity, from wide family photos to close-ups of friends, with the triple-lens camera on Galaxy A17 5G.
- NEED MORE STORAGE? WE HAVE YOU COVERED: With an improved 2TB of expandable storage, Galaxy A17 5G makes it easy to keep cherished photos, videos and important files readily accessible whenever you need them.³
- BUILT TO LAST: With an improved IP54 rating, Galaxy A17 5G is even more durable than before.⁴ It’s built to resist splashes and dust and comes with a stronger yet slimmer Gorilla Glass Victus front and Glass Fiber Reinforced Polymer back.
Why the trackers disagree
An 11% decline and a 4% decline are materially different, but neither automatically makes the other wrong. Counterpoint, Omdia and IDC can differ because of:
- preliminary estimates versus later revisions;
- shipment definitions and treatment of channel inventory;
- regional and retailer coverage;
- brand grouping and market-boundary choices; and
- quarter-end timing.
The robust finding is the direction: the total market contracted while Apple and Samsung gained share. Do not average the trackers or treat shipment growth as proof that consumers bought more phones. Revenue can rise even as units fall if the mix shifts toward expensive models.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What this means for phone buyers
- Expect pressure on entry-level value. Memory inflation can produce higher prices or reduced specifications.
- Compare total cost, not a headline deal. Separate list price, promotional price, trade-in value, carrier bill credits and financing interest.
- Consider previous-generation and certified refurbished phones. They can avoid the newest component-cost increases, but verify warranty, battery condition and software support.
- Check what a carrier offer requires. “Free” or “$0” devices commonly depend on a qualifying plan, a trade-in and credits spread over a fixed term.
- Record the details of any price comparison. Country, storage capacity, unlocked or carrier model, trade-in requirement and promotion end date all affect the real price.
For example, Samsung’s U.S. unlocked purchase page has listed the 256GB Galaxy S26 at $899.99 and the 512GB version at $1,099.99 when observed; promotional prices and eligibility can change. Samsung unlocked purchase page Apple pricing should likewise be checked on its live store page rather than inferred from market-share results: Apple iPhone store
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- Compatibility with certain third-party devices and accessibility accessories, including some hearing aids, may vary depending on manufacturer support, Bluetooth protocols, software compatibility, and regional firmware limitations. For additional hearing aid compatibility information, please refer to Samsung’s official support documentation.
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What to watch next
The key indicators are memory availability and pricing in the budget segment, not just the next quarterly ranking. Premium models, foldables and AI features may support high-end demand, but current evidence does not show them replacing mass-market volume. Regional results can also diverge: Apple is typically stronger in premium-heavy markets, while Samsung’s broader range gives it wider geographic and price-band exposure. Trade restrictions, subsidies, currencies and carrier financing can change country-level outcomes.
Bottom line: Apple and Samsung are proving that premium scale, brand strength and distribution can protect share during a downturn. They are not proving that global smartphone sales have risen. In Q2 2026, the industry was still shrinking in unit shipments, with the exact decline depending on the tracker.
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