Overview
- Counterpoint’s Q2 2026 report, published July 16, found global smartphone shipments fell about 11% year‑on‑year to the weakest quarterly total since 2013.
- The research attributes the drop mainly to an ongoing DRAM and NAND shortage that has sharply raised component costs and pushed up retail prices for phones.
- Market share concentrated toward premium leaders as Samsung rose to about 24% and Apple to roughly 20% while several Chinese OEMs, including Xiaomi, OPPO, and vivo, saw share declines.
- Google’s Pixel was a notable exception, reporting roughly 16% year‑on‑year growth driven by Pixel 10 and 10a strength in mature markets, while some other brands trimmed low‑margin models or delayed sequels.
- Analysts say pressure will persist through 2026 and could stretch into 2027, which may keep entry‑level phone availability tight, raise prices for consumers, and push makers to focus on premium models and financing offers.