In the second quarter of 2026, global smartphone shipments declined by 11% year-on-year, reaching the lowest level for the same period since 2013. This was primarily attributed to storage shortages, with DRAM and NAND prices surging significantly, prompting manufacturers to pass on costs to consumers, particularly impacting entry-level and mid-range models. Among the top five global brands, Samsung reclaimed the top spot with a 24% market share and the fastest growth rate; Apple's shipments increased by 3% year-on-year, capturing a 20% market share—a record high—and was the only mainstream manufacturer not to raise prices. Xiaomi, OPPO, and vivo all experienced double-digit declines in shipments, with Xiaomi maintaining a 12% market share through strategies like product streamlining, while OPPO and vivo held 11% and 8% shares, respectively. Additionally, Google and Huawei saw shipment growth of 16% and 6% year-on-year, respectively. Counterpoint forecasts that full-year smartphone shipments in 2026 will decline by approximately 14% year-on-year, with storage shortages persisting until 2027. Manufacturers may prioritize profitability over scale expansion, with the premiumization trend remaining relatively robust, though overall demand recovery hinges on improved storage supply.