Samsung was the world’s top smartphone vendor in the second quarter of 2026, according to Counterpoint Research’s preliminary data. Samsung accounted for 24% of global sell-in smartphone shipments, ahead of Apple at 20%. But the result needs context: it measures shipments into distribution channels—not consumer purchases, revenue, profits, or installed phones—and the available public data does not independently prove that 24% was Samsung’s highest share in exactly five years.
What happened to Samsung’s smartphone share?
Counterpoint reported on July 13, 2026, that Samsung reclaimed the global No. 1 position in Q2 2026. Its preliminary ranking was:
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| Company | Share of global Q2 shipments |
|---|---|
| Samsung | 24% |
| Apple | 20% |
| Xiaomi | 12% |
| OPPO | 11% |
| vivo | 8% |
Source: Counterpoint Research. Percentages may not total 100% because of rounding. Counterpoint’s OPPO figure includes OnePlus and realme.
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“Sell-in” means phones shipped to carriers, distributors, retailers, or other channel partners. It is not the same as sell-through, which measures purchases by end users. A shipment can remain in inventory, be discounted later, or be returned. Therefore, Samsung’s 24% share shows relative channel shipments during the quarter—not that consumers necessarily bought more Samsung phones than iPhones.
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Is this really Samsung’s highest share in five years?
The underlying Q2 leadership claim is supported by Counterpoint. The “highest in five years” wording is less certain unless it refers to a specific historical chart and consistent methodology.
Samsung’s own Q1 2026 interim report, citing TechInsights, listed Samsung’s global smartphone share at 21.3% in Q1 2026, compared with 19.2% for 2025 and 18.3% for 2024. However, the accessible sources do not provide a complete 2021–2026 quarterly series using the same definition. That means it is safer to describe Q2 as a reported 24% share and a return to No. 1, rather than definitively calling it Samsung’s highest share since 2021.
Research firms can also produce different rankings. IDC reported Samsung at 21.2% and Apple at 21.0% in Q1 2026, while Counterpoint-related reporting placed Apple at roughly 21% and Samsung at roughly 20%. Differences can reflect shipment timing, preliminary estimates, company-versus-brand accounting, affiliated-brand groupings, refurbished-device treatment, and statistical rounding.
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Why did Samsung gain ground?
Galaxy S26 momentum
Counterpoint attributed part of Samsung’s Q2 performance to the Galaxy S26 series, especially the Ultra model. It cited demand for the Ultra’s privacy-display and artificial-intelligence features. IDC likewise said the Galaxy S26 Ultra led Samsung’s Q1 performance, while earlier availability of mid-range A-series phones helped Samsung maintain volume before the S26 launch fully ramped.
That does not prove the S26 alone caused Samsung’s gain. Product launches typically work alongside availability, pricing, promotions, carrier distribution, and regional demand.
Premium phones were more resilient
The global smartphone market was under unusual pressure from higher memory costs. DRAM and NAND shortages increased component expenses, with the greatest impact on entry-level and mid-range devices. IDC said Samsung and Apple were better positioned because their premium-heavy portfolios were less exposed to those costs and because their scale gave them more leverage with memory suppliers.
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Availability, pricing, and promotions
Counterpoint said Samsung held up particularly well in India and the Middle East because it had stronger product availability, fewer price increases, and aggressive summer promotions. Those factors matter to market share: a phone that is in stock and supported by a discount can generate shipments even when consumers are delaying upgrades.
Lower-priced Android brands faced more pressure
Xiaomi, OPPO, and vivo had greater exposure to entry-level and mid-range price bands. Those segments were hit hardest when memory costs raised manufacturers’ bills of materials and made affordable phones less affordable. A relative share gain for Samsung can therefore occur even without a dramatic increase in Samsung’s absolute unit sales.
The market itself was shrinking
Counterpoint said global smartphone shipments fell 11% year over year in Q2 2026, making it the weakest second quarter since 2013. It identified the memory shortage as the dominant drag and expected the problem to continue into 2027.
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IDC had already reported a 2.9% year-over-year decline in Q1, to 293.8 million units, ending 10 consecutive quarters of market growth. Samsung shipped 62.4 million units in IDC’s Q1 data and held 21.2% share; Apple shipped 61.8 million and held 21.0%.
IDC later projected a 13.9% full-year decline in 2026, to about 1.09 billion smartphones, while forecasting a record average selling price of about $550. The pressure was expected to be greatest in markets with many phones priced below $200.
What Samsung’s lead means for shoppers
Samsung’s ranking is useful evidence about the company’s distribution strength and product demand, but it is not a recommendation to buy every Galaxy phone. For household budgets, the more relevant effects may be:
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- Budget-phone prices may remain under pressure. Higher memory costs can lead to price increases, lower specifications, fewer storage options, or delayed launches in the cheapest segments.
- Promotions may become more important. Manufacturers and carriers may rely on trade-in credits, bundles, and seasonal discounts instead of cutting list prices outright. Check the cash price, financing cost, trade-in assumptions, and required service plan.
- Older models may offer better value. Buyers may see more aggressive discounts on previous-generation premium phones as brands protect margins on new models.
- Premium demand is not the same as affordability. A record industry average selling price may reflect consumers who can still buy expensive phones while lower-income households delay upgrades or choose cheaper models.
If you are comparing a Galaxy phone with an iPhone or Pixel, compare the full ownership cost: upfront price, monthly financing, insurance, accessories, expected software-support period, resale or trade-in value, and any carrier obligations. Samsung’s official smartphone store, deals page, and trade-in program are appropriate places to check live terms. Prices and promotions vary by country and can change quickly.
Does Samsung’s Q2 lead signal a lasting comeback?
Not yet. The result establishes a quarterly lead in Counterpoint’s preliminary sell-in ranking. It does not establish that Samsung will lead the full year, permanently reverse Apple’s strength, or sell more phones directly to consumers.
The next test is whether Samsung can maintain momentum after the Galaxy S26 launch cycle while defending the mid-range. The outlook will depend on memory costs, inventory levels, regional pricing, Apple’s premium demand, and whether Xiaomi, OPPO, and vivo can restore competitiveness if component prices stabilize. Foldables could add another growth avenue, but the available figures do not show that they were the main reason for Q2’s ranking.
The bottom line for investors and buyers
Samsung’s 24% Q2 share is a real and significant quarterly recovery in a weak smartphone market. The company benefited from Galaxy S26 demand, premium-market resilience, supply leverage, availability, pricing, and promotions, while lower-priced competitors faced heavier memory-cost exposure.
For investors, the result points to relative resilience—not proof of higher revenue or profit. For shoppers, it suggests Samsung remains a powerful global competitor, but market share alone cannot determine which phone offers the best value. Treat “highest in five years” as a qualification requiring a consistent historical dataset, and treat the 24% figure as preliminary shipment share rather than a consumer-sales verdict.
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