A new report from Omdia shows that Apple’s iPhone held a record 20% share of the global smartphone market in the second quarter of 2026. Apple’s impressive showing came as worldwide smartphone shipments fell 4% year-over-year thanks to an ongoing memory chip shortage.
Apple enjoyed the best Q2 performance ever, during a time that is generally its slowest time of year. Omdia says Apple’s strong sales of its iPhone 17 lineup were partially due to holding the line against higher component costs for the handsets, and not raising the price of its iPhones when it raised prices on other devices it sells. It is widely believed though that Apple will eventually be forced to hike retail prices of its iPhones to recoup increased components costs.
The global memory chip shortage has pushed component costs sharply higher, with some companies charging several times more for memory over one year ago. Samsung was the sole other smartphone maker to see its market share grow, with a 22% share.
Xiaomi held on to the third spot with 11% market share, OPPO held fourth at 10% share, and vivo rounded out the top five with 8% market share.
Many Chinese smartphone makers have shrunk their smartphone lineups, and have raised costs. Omdia expects to see the price vise continue to tighten on smartphone makers, Apple included, causing them to raise prices retail prices.
