Omdia reports global smartphone shipments fell 4% in Q2 YoY due to the memory crisis raising component costs. Samsung grew share from 20% to 22%, Apple from 16% to 20%. Chinese rivals declined: Xiaomi 15% to 11%, Oppo 12% to 10%, vivo 9% to 8%. Samsung gained in budget segment as Chinese brands reduced lines and raised prices. Apple posted its best Q2 ever driven by iPhone 17 series without price hikes.

Sub-$400 segment saw sharpest drops where "supply constraints are tightest, profit margins are slimmest, and price sensitivity is highest," says Runar Bjorhovde, Omdia Principal Analyst. Memory/storage now exceed 60% of budget device BoM and 30% for flagships.

Memory price relief not expected until H2 2025, unlikely to return to pre-2025 levels. Omdia forecasts steepest declines in Q3/Q4 as vendors shift upscale, forcing mass-market buyers to delay, downgrade, finance, or buy refurbished.