Samsung Electronics Co. regained the top position in the global smartphone market during the second quarter of 2026 [1].
The shift comes as the entire industry struggles with a significant downturn, making the battle for market share more critical as the total pool of buyers shrinks.
Data for the second quarter, covering April through June, shows Samsung captured a 24% share of global shipments [1]. This performance allowed the company to overtake Apple for the leading spot [2].
This recovery occurred despite a harsh environment for hardware manufacturers. Overall global smartphone shipments fell by 11% [4], the lowest shipment level since 2013 [5]. Industry analysts said this slump is due to a memory-chip supply crunch and rising production costs [6].
Apple's position in the market has fluctuated recently. In the first quarter of 2026, Apple held a 21% market share [2]. Other reports indicate Apple reached a record 20% global shipment share as the broader market plunged [3].
Samsung's ability to maintain strong sales performance while competitors struggled suggests a more resilient supply chain or more effective pricing strategies during the chip shortage [6]. The company's growth in share stands in contrast to the general decline of the sector, where fewer devices are being shipped globally than in over a decade [5].
“Samsung captured a 24% share of shipments and overtaking Apple.”
Samsung's return to the top spot indicates a strategic advantage in navigating the current semiconductor crisis. While Apple maintains a strong hold on the premium segment, the broader market's 11% contraction suggests that consumers are holding onto devices longer, forcing manufacturers to compete more aggressively for a shrinking number of new upgrades.
