The global smartphone market faced a downturn in the second quarter of 2026, with shipments decreasing by 6% year-on-year, totaling 272 million units. This decline is primarily attributed to rising memory and component costs, according to Omdia.
Samsung and Apple Lead the Market
In contrast to the overall market slump, Samsung and Apple demonstrated remarkable growth, securing the top two positions with a combined market share of 42%. Samsung shipped 60.5 million smartphones, marking a 5% increase from the previous year, and achieved a 22% share of the global market. The company's robust integration of memory business has enabled it to better navigate component shortages compared to its competitors.
Apple's Historic Q2 Performance
Apple followed closely behind, shipping 55.1 million units, which represents a significant 23% year-on-year increase. This performance established a record for the company in the second quarter, a period typically considered weak for iPhone sales. Retail partners are reportedly building higher stocks of the iPhone 17 in anticipation of price hikes and the upcoming premium iPhone 18.
Challenges for Chinese Smartphone Vendors
Conversely, several Chinese smartphone manufacturers reported significant declines. Xiaomi, for instance, fell to third place with shipments of 31.2 million units, a staggering 26% drop. A considerable portion of Xiaomi's shipments consists of budget devices priced under USD 200, making it particularly vulnerable to inflation in memory costs, especially in emerging markets across Asia-Pacific and Latin America.
Future Outlook for the Smartphone Industry
Oppo, along with its subsidiaries realme and OnePlus, secured the fourth position with shipments of 28.4 million units, down by 17%. The company is currently streamlining its portfolio to enhance profitability by reducing the number of entry-level models. Vivo rounded out the top five with 21.5 million units shipped, reflecting an 18% decrease from the same quarter last year.
Regional disruptions are also evident, particularly in the Middle East, where shipments plummeted by 18% due to geopolitical tensions affecting supply chains and retail activities. Omdia anticipates that these disruptions will be temporary, with conditions stabilizing in the latter half of 2026.
As the smartphone industry navigates these challenges, Omdia indicates that the first half of 2026 marks the beginning of significant transformations. Rising costs for memory, storage, and application processors are prompting vendors to shift their focus from merely chasing sales volume to prioritizing profit margins and average selling prices (ASP).
While the industry faces ongoing pressure from component costs, it is expected that shipment declines may slow, although a full recovery in volume is unlikely until component prices decrease. Vendors are predicted to increase installment plans, trade-in offers, bundling, and subscription services to maintain product affordability while exercising stricter control over inventory and discontinuing unprofitable models.
Despite seasonal boosts from flagship launches and shopping festivals, smartphone shipments are projected to continue declining over the next two quarters due to persistent cost pressures. Vendors with strong pricing power, resilient supply chains, and innovative commercial strategies are expected to emerge as the winners in this new era where profitability takes precedence over mere volume.
Source: https://inet.detik.com/consumer/d-8598025/pasar-hp-dunia-turun-6-samsung-dan-apple-malesat
