Global Smartphone Market Experiences Worst Q2 Since 2013
According to a preliminary report by Counterpoint Research, cited by Reuters, global smartphone deliveries plummeted by 11% between April and June 2026. The main culprit behind this decline is the surge in memory chip prices, with a significant portion of production now being allocated to fuel artificial intelligence-related infrastructure, including data centers.
Consumers' Wallets Take the Hit
To absorb the increased manufacturing costs, manufacturers had to make a tough decision: raise prices or cut volumes. This choice primarily affects the lower and mid-range segments of their catalogs. As a result, price-sensitive buyers are bearing the brunt, particularly in markets where the smartphone replacement cycle was already lengthening.
Apple Bucks the Trend, Samsung Regains Top Spot
The only player to show growth, Apple saw its deliveries rise by 3% year-over-year, thanks in large part to the popularity of its high-end models. This performance earned the American company an unprecedented global market share of 20%. Meanwhile, Samsung has reclaimed its position as the world's leading smartphone manufacturer, capturing nearly a quarter of the market.
Shortage Expected to Last Until 2027
Analysts do not foresee a return to normal in the short term. The pressure on memory components is likely to persist until 2027, forcing manufacturers to juggle price hikes, reduced product lines, and a shift towards the high-end segment, which appears to be the only area where demand remains strong.
