Samsung has reclaimed its position as the leading smartphone vendor globally, according to data from Counterpoint Research. In the second quarter of 2026, the company accounted for 23% of the global smartphone market, surpassing Apple which held a 21% share. This performance comes amid a 7% decline in the global smartphone market on a yearly basis during the same period. Despite this contraction, Samsung's shipments grew by 9% compared to the same quarter last year.
Samsung's strong performance was driven by its presence in key markets. In North America, the company's smartphone shipments increased to 30% in the second quarter of 2026, up from 26% in the first quarter. This growth is significant as other smartphone vendors, such as Xiaomi, faced challenges. Xiaomi's shipments declined by 26% year-on-year, largely due to rising memory chip costs and pressure on the budget and mid-range smartphone segments.
The global smartphone market is facing increasing challenges due to rising component prices, particularly memory chips. This has had a greater impact on budget and mid-range smartphones. Counterpoint Research expects the global smartphone market to decline by 14.3% in 2026, as memory costs continue to rise and affect device prices. However, premium smartphones are expected to be more resilient, driven by ongoing demand for devices with advanced features and technologies.
Samsung's success in the second quarter of 2026 reflects its strong global presence. The company's performance was driven by the popularity of its Galaxy series, particularly its flagship devices. Samsung's ability to adapt to changing market conditions and meet consumer needs has also contributed to its success. The company continues to focus on innovation and developing the latest technologies to offer new products and experiences to consumers.
Samsung's Galaxy series has been a key factor in its success. The company has continued to enhance its product lineup, offering a range of devices with advanced features and capabilities. Samsung's focus on artificial intelligence and machine learning has also helped to differentiate its products from those of its competitors. As a result, the company has maintained a strong position in the global smartphone market.
Despite the challenges facing the global smartphone market, Samsung remains committed to innovation and product development. The company is investing in research and development to create new technologies and features that meet the evolving needs of consumers. Samsung's goal is to provide a seamless and integrated experience across its range of devices, from smartphones to wearables and home appliances.
Samsung's reclaiming of the top spot in the global smartphone market is a significant achievement. The company's success reflects its ability to adapt to changing market conditions and meet consumer needs. As the global smartphone market continues to evolve, Samsung is well-positioned to maintain its leadership position. The company's focus on innovation, product development, and customer experience will be key to its ongoing success.
Key points
- Samsung regains top spot in global smartphone market with 23% share in Q2 2026
- Samsung's shipments grew by 9% year-on-year in Q2 2026 despite global market decline
- Global smartphone market expected to decline by 14.3% in 2026 due to rising component prices
