Samsung topped the global smartphone market in Q2 2026. Two different market research agencies, Counterpoint Research and Omdia, have the same news: Samsung led the market, despite shipments hitting a 13-year low.

Non-premium smartphone portfolio faced the steepest decline in Q2 2026. Memory and storage alone now account for more than 60 percent of the bill of materials for budget devices and more than 30 percent for high-end models.

Counterpoint Research

According to Counterpoint, global smartphone shipments fell 11 percent year-on-year in Q2 2026. Samsung had a market share of 24 percent, and Apple had 20 percent, while Xiaomi, Oppo, and Vivo secured 12%, 11%, and 8%, respectively.

Samsung reclaimed its global No.1 position with a 24% share in Q2 2026 and recorded the strongest growth among top five brands.

The Galaxy S26 series drove overall shipment growth, with the Ultra variant emerging as the standout performer. Samsung’s vertical integration, AI portfolio, and refreshed product lineup helped sustain growth despite weaker demand.

Omdia

According to Omdia’s latest research, global smartphone shipments fell 4 percent year-on-year in Q2 2026 as the ongoing memory crisis disrupted supply and pushed up component costs.

Omdia also reported (via SemiconductorsX) Samsung as the Q2 2026 winner, but with a different market share. According to the agency, Samsung and Apple secured 22 percent and 20 percent market share, respectively. Chinese manufacturers, including Xiaomi, Oppo and Vivo, faced a decline, seizing 11 percent, 10 percent, and 8 percent, respectively.

Well, Omdia anticipates the sharpest volume declines to hit in the upcoming two quarters, where normal seasonal demand peaks, driven by new launches, holidays, and shopping festivals, collide with constrained memory chip supply.

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