Apple, Samsung Lead Smartphone Market as Q2 Shipments Drop 11% on Memory Crunch

On July 13, Omdia and Counterpoint reported that global smartphone shipments fell 4-11% year over year in Q2 2026, reaching the weakest second-quarter level on record, as an acute memory shortage disrupted supply and raised component costs. Apple and Samsung gained market share, benefiting from resilient premium demand, stable pricing, and stronger supply agreements. The shortfall stems from AI-driven memory demand that is doubling annually while supply grows only 20-30%, pushing premium-device memory costs from roughly $50 to over $150 and prompting Apple to raise Mac and iPad prices by as much as $300.