Global smartphone sales have declined by six percent year-on-year, with 272 million units shipped in Q2 2026, according to Omdia. The market is struggling with a memory cost crisis and rising component expenses, with supply chain disruptions expected to persist.

While overall shipments are down since late 2025, brands like Xiaomi and Oppo have seen significant drops of 26 percent and 17 percent, respectively, due to price increases and smaller product lines. Low-end smartphone prices are anticipated to rise further.

Conversely, Samsung increased its market share to 22 percent with 60.5 million units sold, despite its mobile division reporting its first loss due to rising costs. Apple also achieved its best-ever second quarter, shipping 55.1 million units (up 23 percent) to reach 20 percent market share, driven by strong iPhone 17 sales. Manufacturers with strong pricing, supply chain resilience, and innovative strategies are predicted to fare best.