Samsung has reclaimed its title as the world’s number one smartphone maker, displacing Apple in the second quarter of 2026, according to a new report from tech market research firm Counterpoint.
The South Korean tech giant now holds a 24 percent global mobile market share, the strongest of any of the top five brands. Apple dropped to second place, though the company’s market share actually grew 3 percent year-over-year during the quarter, achieving a record 20 percent global market share.
Samsung’s Galaxy S26 line, particularly the Ultra model released in March, was the standout performer driving shipment growth, according to the report.
The RAM Shortage Factor
Apple’s loss appears to be at least partially attributable to the ongoing global RAM shortage spurred by the AI boom. Legacy iPhone models “faced softer demand, as component allocation prioritized current-generation devices amid memory-related supply constraints,” Counterpoint said.
The company also faced declining shipments within the Chinese market, which “remained a relative soft spot” for Apple, according to Counterpoint.
Samsung likely benefited from the RAM shortage since it is also a memory manufacturer itself. However, the company still slightly raised its prices in February, and rumours suggest it could raise mobile prices further in the near future.
The Outlook
“The outlook for the rest of 2026 remains challenging,” Counterpoint said. The research firm expects a roughly 14 percent decline in global smartphone shipments for the year, with price increases putting pressure on shoppers.
Apple’s new iPhone 18 line isn’t expected until September, and it will likely play a major role in the company’s future market share.
The Bottom Line
Samsung has overtaken Apple to become the world’s top smartphone maker in Q2 2026, with a 24 percent global market share. The Galaxy S26 Ultra was the key driver of growth. Apple’s market share also grew to a record 20 percent, but it faced headwinds from the global RAM shortage and declining shipments in China. The outlook for the rest of the year remains challenging, with a projected 14 percent decline in global smartphone shipments.
