Global Smartphone Shipments Hit Record Low
According to a recent report by Counterpoint Research, global smartphone shipments plummeted by 11 percent year-on-year in the second quarter of 2026. This marks the most significant decline in 13 years, with the volume of shipments from April to June reaching its lowest point since 2013.
Causes Behind the Decline
The primary driver of this downturn is not merely a drop in demand but rather a severe supply chain crisis involving DRAM and NAND memory chips. The escalating prices of these essential components have significantly increased smartphone production costs, forcing many manufacturers to raise their retail prices, particularly for entry-level and mid-range models.
Manufacturers' Strategies in Response
In light of these challenges, smartphone manufacturers have adopted various strategies. Some have opted to increase prices while accepting lower profit margins, while others are extending the life cycle of older models and relying on promotional efforts. Additionally, some companies are curtailing the launch of new products and reducing overall production to manage costs.
Geopolitical Tensions and Their Impact
Counterpoint also highlighted that geopolitical tensions in the Middle East have exacerbated the situation by driving up logistics and shipping costs, all while the global economy grapples with inflation and diminishing consumer purchasing power.
Samsung's Resilience Amidst Decline
Despite the overall market downturn, Samsung has reclaimed its position as the world's largest smartphone vendor in Q2 2026. Its market share rose from 20 percent in Q2 2025 to 24 percent during the same period this year. Samsung's growth has been attributed to the strong performance of the Galaxy S26 series, particularly the Galaxy S26 Ultra, which has been well-received for its AI features and Privacy Display. The company has also managed to maintain product availability while keeping price increases in check across various markets, along with aggressive promotions in India and the Middle East.
Apple's Performance
Following Samsung, Apple also reported a positive outcome, with iPhone shipments increasing by 3 percent year-on-year. This indicates a slight resilience in the premium segment of the smartphone market amidst the broader decline.
Source: https://tekno.kompas.com/read/2026/07/14/13010057/counterpoint--pasar-hp-global-anjlok-11-persen-terburuk-dalam-13-tahun
