Apple captured a record 20% share of the global smartphone market in Q2 2026, even as worldwide shipments fell 4% year‑over‑year amid a memory‑chip shortage.

The surge is attributed to a strong iPhone 17 upgrade cycle and Apple’s decision to keep iPhone prices flat while rivals raised theirs. Omdia notes that Apple did raise prices on other products late in the quarter, raising questions about future iPhone price moves.

The broader industry slump stems from higher component costs, as vendors pay several times more for memory. Samsung is the only other major vendor to grow, holding a 22% share as Chinese competitors pull back and hike prices.

Omdia expects the squeeze to worsen over the next two quarters as peak shopping season collides with tight supply, pushing vendors further upmarket to protect margins and leaving fewer affordable options for budget buyers.

Apple heads into an iPhone 18 cycle already facing rising component costs of its own.