Apple's iPhone shipments rose 3% in the second quarter of 2026 even as the global smartphone market fell 11% to its lowest second-quarter level since 2013. Apple's share of global shipments climbed to a second-quarter record of 20%.

Samsung remained the market leader with a 24% share after posting the strongest year-over-year growth among the five largest smartphone makers. Xiaomi followed Apple with 12%, while Oppo and Vivo held 11% and 8%, respectively. Rising DRAM and NAND memory prices drove much of the decline as suppliers prioritized demand from AI data centers. The resulting pressure has fallen hardest on entry-level and midrange phones, where manufacturers have less room to absorb higher component costs.

Apple was the only major smartphone maker that didn't raise prices in the second quarter of 2026. Continued demand for the iPhone 17 lineup helped Apple's unit shipments rise 3% from the second quarter of 2025. The company also has less exposure to the low-margin entry-level market. China remained a weak point for Apple, with iPhone shipments declining despite an early promotional campaign.

Global smartphone shipments are forecast to fall roughly 14% in 2026 compared with 2025. The memory and flash media shortage is expected to continue well into 2027. Premium smartphones should remain more resilient than cheaper models, but a meaningful recovery will depend on improved memory supplies and easing component-cost pressure.