Samsung and Apple are benefiting as a memory shortage pushes global smartphone shipments to historic lows. Counterpoint reports Samsung's shipments rose, making it the largest OEM at 24 percent share, while Omdia places it at 22 percent with Apple at 20 percent. The Galaxy S26 series, especially the Ultra, outsells predecessors despite price hikes.

Samsung remains strong in India and the Middle East through aggressive promotions, though budget-device price increases have depressed mid-range sales. Budget-conscious buyers are holding devices longer, aided by extended support windows—Samsung and Google now offer seven years of updates, matching Apple.

Google's Pixel 10 drives a 16 percent year-over-year shipment increase, though Pixels remain outside the top five. Analysts expect the component shortage to persist into next year, with AI hype becoming a watershed moment. OEMs will likely eliminate low-margin budget phones and raise prices, encouraging consumers to treat smartphones as long-life appliances.