Apple and Samsung Expand Market Share Amid Smartphone Shipment Decline

• July 14, 2026

The global smartphone sector experienced a significant contraction in the second quarter, with shipments declining 11% year-over-year to levels unseen since 2013. This downturn has been attributed by analysts from Counterpoint Research primarily to challenges in the memory supply chain.

Market Dynamics Amid Declining Shipments

Despite the overall reduction in smartphone deliveries, two major players managed to bolster their positions. Samsung reclaimed its leadership status by raising its market share to 24%, reaffirming its dominance in the industry. Concurrently, Apple improved its presence in the smartphone market, growing its share from 17% to 20%.

The report underscores a competitive environment where, even in a declining market, leading companies can leverage brand strength and strategic positioning to increase their footprint. The memory supply constraints have squeezed many manufacturers, impacting overall production and shipment volumes globally.

Analysts emphasize that this contraction marks one of the sharpest declines in recent years, signaling pressures on both supply and demand sides in the mobile sector. Nevertheless, Samsung and Apple’s ability to expand market share suggests resilience and capability to navigate the current market headwinds.

Industry watchers continue to monitor how ongoing supply chain issues and evolving consumer preferences will shape the smartphone landscape moving forward. Although broad market shipments have contracted, the struggle for market share among the top-tier companies remains fierce.

Despite a steep 11% drop in global smartphone shipments, Apple and Samsung have both grown their market shares in Q2.