Apple captured a record 20% share of the global smartphone market in the second quarter of 2026, even as global shipments fell 4% year-over-year amid a persistent shortage of memory chips, according to a new report from Omdia.
This was Apple’s best second quarter result ever, coming in what is normally the slowest period of the year. Omdia attributes this to a strong iPhone 17 upgrade cycle, as well as the fact that Apple has kept prices stable across the range while its competitors have been forced to raise theirs. The company has consistently reported that Apple raised prices on other products at the end of the quarter, raising questions about whether iPhone prices will follow suit later this year.
The industry’s overall decline is driven by a shortage of memory chips that has driven up component costs significantly, with some vendors reportedly paying several times more for memory than they did a year ago. Samsung was the only other major supplier to grow, taking first place overall with a 22% market share, as Chinese rivals reduced their ranges and raised prices to cope.
Omdia expects the situation to worsen over the next two quarters as the peak shopping season collides with tight supply, pushing sellers to move upmarket further to protect margins. That should leave fewer affordable options for buyers on a budget, and adds another data point to watch as Apple heads into an iPhone 18 cycle already facing rising component costs.
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