Global smartphone shipments have reached historic lows due to a memory shortage, but Samsung and Apple have managed to sustain their sales. Samsung remains the largest global OEM by shipments.

Global smartphone shipments have fallen to historic lows, driven by an ongoing memory shortage. Despite this market contraction, Samsung and Apple have managed to sustain their sales, with Samsung retaining its position as the largest global smartphone OEM. Other manufacturers, however, have seen declines in their shipments.

Global Market Decline

Omdia reported a 4% drop in Q2 smartphone shipments. The component shortage is anticipated to persist at least into the next year. This market trend has led budget-conscious buyers to retain their current devices for longer periods.

OEM Performance Highlights

Samsung secured 24% of global smartphone shipments, making it the largest OEM. Omdia's report placed Samsung at 22% of shipments, with Apple closely following at 20%. Samsung's flagship Galaxy S26 series, particularly the Ultra variant, sold better than previous models despite higher prices, and the company performed strongly in markets like India and the Middle East. Google's Pixel phones saw a 16% year-over-year increase in Q2 shipments, though they are not among the top five.

Pricing and Support Shifts

Samsung, like other OEMs, has increased prices on its mid-range and budget offerings, which has depressed sales in those segments. In response to consumers holding onto devices longer, companies like Samsung and Google now offer seven years of update support for their phones, matching Apple's support window. This trend suggests smartphones may be treated more like appliances, purchased less often with expectations of lengthy support.