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2026-07-14 11:54:11
【Memory shortages cause global smartphone shipments to hit an 11-year low in Q2, with Samsung and Apple bucking the trend】 (1) Counterpoint data shows that global smartphone shipments fell 11% year-on-year in the second quarter of 2026, the lowest level since 2013, mainly due to the continued deterioration of DRAM and NAND supply shortages. (2) Samsung regained the top spot in the world with a 24% market share and achieved the highest year-on-year growth among the top five brands, thanks to pricing strategies and competitive landscape in some markets; Apple, on the other hand, saw its shipments grow by 3% year-on-year due to strong demand for high-end iPhones, and its market share reached 20% for the first time in the second quarter. (3) In contrast, Xiaomi, OPPO and vivo saw significant declines, as their shipment structures rely more on the entry-level and mid-range markets that are sensitive to memory costs, and cost pressures have a greater impact on them.
