Global Smartphone Shipments Fall 6% to 272 Million in Q2 as Memory Prices Squeeze Supply
Updated
Updated · Light Reading · Jul 30
Global Smartphone Shipments Fall 6% to 272 Million in Q2 as Memory Prices Squeeze Supply
3 articles · Updated · Light Reading · Jul 30
Summary
272.0 million smartphones shipped globally in Q2 2026, down 6% year on year, as a first-quarter demand pull-forward gave way to a supply-driven correction.
High memory prices lifted component costs, disrupted supply and pushed vendors to favor margins over volume, raising prices and trimming entry-level lineups.
Samsung held No. 1 with 60.5 million units and 22% share, up 5%, while Apple posted a record Q2 with 55.1 million units and 20% share, up 23%.
Xiaomi fell 26% to 31.2 million units, with OPPO down 17% and vivo down 18%, reflecting heavier exposure to sub-$200 phones and emerging-market demand weakness.
Omdia expects shipment declines to continue through the next two quarters, even as higher average selling prices and a richer product mix keep industry revenue comparatively resilient.