Global smartphone sales fall due to crisis in memory market
According to a recent study by Omdia, the international smartphone market recorded a 6% decline in the second quarter of 2026 compared to the same period last year, with total shipments falling to 272 million units.
This downturn was largely attributed to a crisis in memory prices and the rising costs of components, problems that are expected to continue plaguing supply chains for the rest of the year and possibly beyond.
The impact of this trend was felt most strongly by manufacturers of budget-friendly devices. Brands such as Oppo and Xiaomi saw their shipments plunge by 17% and 26% respectively compared to last year.
The decline was linked to a more limited product range and necessary price increases. In particular, the entry-level segment is expected to face the steepest price hikes in the coming period.
Premium brands, by contrast, have shown more resilience. Apple recorded its best second quarter to date, shipping 55.1 million devices, an increase of 23%, and achieving a market share of 20%.
The popularity of the iPhone 17 was a major driving force, helped by Apple’s ability to maintain stable prices while other sectors raised their costs. Looking ahead, there are rumours that the company will stagger the launch of the iPhone 18 series: the high-end Pro and Ultra models are expected to hit the market in autumn 2026, followed by the standard and ‘Air’ versions in early 2027.
Samsung also saw a slight increase in volume: the company sold 60.5 million units and increased its market share to 22%.
However, the company’s mobile division suffered its first-ever quarterly loss due to sharply rising operating costs. Nevertheless, Samsung’s total quarterly revenue reached a record high, as the memory and storage divisions are benefiting enormously from strong demand for AI technology.
As the sector struggles with these challenges, Omdia stated that companies with innovative business models, strong supply chains and control over their pricing strategy were best equipped for the future.
Apple is already responding to this with a revamped leasing programme, with which it aims to further strengthen its competitive position.
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