Preliminary data from Smart Analytics Global (SAG)’s smartphone 360 series show global smartphone shipments declined 8% year-over-year (YoY) in Q2 2026, broadly aligned with what we forecasted in May. as exchange rate volatility and rising component costs continued to weigh on the market. Cost pressures extended beyond memory, with price hikes across several other key smartphone components further challenging vendors and the broader supply chain. Weakness in lower price tiers remained particularly pronounced, while premium demand continued to show greater resilience.
The downturn remained uneven across vendors. Samsung and Apple gained market share and delivered shipment growth, while Xiaomi, OPPO Group and vivo Group all experienced declines double digit annually.
Exhibit 1: Global Smartphone Vendor Shipment Market Share and YoY %: Q2 2026
Samsung Maintains No.1 Position with 22% Market Share
Samsung ranked No.1 in the global smartphone market in Q2 2026, capturing 22% market share, up from 19% one year ago. Samsung shipments grew 4% YoY, significantly outperforming the overall market.
Samsung managed to deliver YoY growth across most major regions, with the Middle East being a notable exception due to the impact of geopolitical conflicts. Aggressive channel promotions helped stimulate demand and support sell-through, even as Samsung implemented price increases across selected new models and legacy products. Its diversified product portfolio, broad geographic footprint and strong channel execution helped the company further strengthen its global leadership position.
Apple Ranks No.2 as Shipments Grow 9% YoY
Apple captured 20% of global smartphone shipments in Q2 2026, up from 17% in Q2 2025. iPhone shipments increased 9% YoY, making Apple the fastest-growing vendor among the global top five.
Apple’s solid presence across North America, Western Europe, China and Japan continued to support its performance. The broad availability of monthly financing and trade-in programs also helped cushion affordability pressures and sustain premium smartphone demand.
The iPhone 17e slightly exceeded SAG’s expectations and was well received in both the US and Japan during the quarter. Meanwhile, the majority of Apple’s shipment volume came from the iPhone 17, iPhone 17 Pro Max and iPhone 17 Plus, which remained the company’s key volume drivers.
Xiaomi Falls to 11% Share as Shipments Decline 30%
Xiaomi ranked third globally with 11% market share, down from 14% a year earlier. Shipments declined 26% YoY, the sharpest contraction among the global top five vendors.
Xiaomi remained particularly exposed to weakness in lower and mid-range price tiers, where rising component costs and supply constraints had a more pronounced impact on shipment volumes. The sharp contraction in affordable smartphone demand across several key markets further weighed on the company’s overall performance.
OPPO Group Shipments Decline 16% YoY
OPPO Group, including OnePlus and Realme, ranked fourth with 11% global market share, compared with 12% in Q2 2025. Combined shipments declined 16% YoY.
The group faced broad market headwinds and intense competition across several key emerging markets. Continued pressure in affordable and mid-range smartphone segments weighed heavily on overall shipment performance, despite new product launches and ongoing efforts to strengthen the group’s position across selected overseas markets.
vivo Group Falls 19% YoY, Capturing 8% Market Share
vivo Group, including iQOO, captured 8% of global smartphone shipments in Q2 2026, down from 9% one year ago. Shipments declined 19% YoY, reflecting the broader market slowdown and challenging conditions across key price tiers and regions.
Despite the decline, vivo maintained its position among the world’s top five smartphone vendors and continued to defend its presence across China and several major emerging markets.
Huawei, Nothing and Google Stand Out Among Other Vendors
Among vendors in the “Others” category, Huawei and Nothing stood out with solid shipment performance in Q2 2026. Huawei continued to strengthen its position, particularly in China, while Nothing maintained its growth momentum as it expanded its product portfolio and geographic presence.
Google also outperformed the broader market, largely benefiting from the earlier launch cycle of the Pixel 10a. The model was well received in key markets, including Japan, helping Google deliver stronger shipment performance during the quarter.
US$600+ Price Bands Drive Growth Amid 2026 Market Downturn
SAG maintains its forecast for a double-digit decline in global smartphone shipments in 2026, as component cost inflation, supply constraints and weakness in affordable price tiers continue to weigh on industry volumes.
However, solid double-digit ASP growth is expected to partially offset the sharp volume contraction and support global smartphone market value. SAG forecasts the US$600+ smartphone segment to grow 6% YoY in shipment volume in 2026, demonstrating continued resilience in premium demand. In contrast, smartphones priced below US$600 are expected to decline 19% YoY, highlighting an increasingly polarized global smartphone market.
Exhibit 2: SAG Global Smartphone Shipment Mix: 2025-2026F
The divergence between premium and mass-market demand will remain one of the defining industry trends in 2026. Vendors with stronger premium portfolios, broader financing and trade-in ecosystems, and greater flexibility in managing component cost pressures are likely to be better positioned to navigate the ongoing market downturn.