Apple reaches 20% share as global smartphone market shrinks

Apple achieved a record second-quarter market share of 20% in 2026, growing its iPhone shipments by 3% year-over-year even as the global smartphone market contracted sharply due to a severe memory chip shortage. The company's performance, driven by sustained demand for its premium iPhone 17 series and its decision to hold prices steady, stood in contrast to an industry-wide downturn that saw shipments fall to their lowest second-quarter level in over a decade.

According to market research, global smartphone shipments declined between 4% and 11% in the second quarter of 2026 compared to the same period in 2025. The primary driver is a prolonged shortage of DRAM and NAND memory, with suppliers prioritizing high-demand customers like artificial intelligence data centers. This has caused component costs to spike, forcing most manufacturers to raise handset prices, particularly on entry-level and mid-range models where profit margins are slimmer.

Samsung Electronics retained its position as the overall market leader, capturing between 22% and 24% of global shipments. The company's growth was attributed to strong sales of its flagship Galaxy S26 series, improved product availability,...