[Edaily Reporter Kim Hyun-ah ] SamsungElectronics(005930)has regained the top spot in the global smartphone market for the first time in four years. By boosting its market share to 21.8% in the first half of this year, it once again surpassed Apple. While Apple also recorded its highest-ever market share at 20.9%, Chinese manufacturers such as Xiaomi, Oppo, and Vivo were held back by rising memory prices and supply shortages.

According to the Market Monitor report released on the 17th by global market research firm Counterpoint Research, SamsungElectronics’ global smartphone market share for the first half of 2026 stood at 21.8%. This is the highest level since 2022. Apple recorded a market share of 20.9%, marking its eighth consecutive year of growth and setting a new all-time high.

SamsungElectronics and Apple Hold Their Ground with Premium Phones

SamsungElectronics and Apple continued their strong performance in the second quarter.

SamsungElectronics’ global smartphone market share for the second quarter was 23%, with shipments increasing by 9% year-over-year. Apple also saw shipments rise by 13%, recording a market share of 21%—its highest level ever for a second quarter.

It is believed that SamsungElectronics and Apple, both of which have a high proportion of premium products, fared relatively well despite the memory supply shortage.

The global market as a whole contracted. Second-quarter smartphone shipments fell 7% year-over-year. In contrast, revenue rose 8% to a record $110 billion, and the average selling price (ASP) also climbed 16% to $399.

Xiaomi Plummets 26%… Chinese Smartphone Makers Struggle

Chinese manufacturers were hit particularly hard.

Xiaomi’s second-quarter shipments plummeted 26% year-over-year—the sharpest decline among the top five manufacturers. Given the high proportion of its low- to mid-range products, analysts believe the company was significantly impacted by rising memory prices and the resulting cost pressures.

Vivo also saw its second-quarter shipments decline by 21% year-over-year. Oppo continued to lose market share as well.

The downward trend in market share among Chinese manufacturers was also evident in the first half of the year. Xiaomi’s share fell from 13.2% last year to 11.4% this year. OPPO’s share dropped from 11.5% to 10.3%, and Vivo’s from 8.5% to 7.6%.

In contrast, SamsungElectronics expanded its market share from 19.2% last year to 21.8%, while Apple’s share rose from 19.7% to 20.9%.

Memory Shortage Exacerbates Market Polarization

Memory supply shortages and rising prices are exacerbating polarization in the smartphone market.

As the burden of component prices increases, shipments of mid- to low-end products are contracting, whereas premium products are structured to more easily absorb price hikes and cost pressures.

The premium segment also performed well across regions. Second-quarter shipments in the North American market increased by 6% year-over-year, while Western Europe saw only a 1% decline.

The memory shortage is acting as a key factor that goes beyond mere component price increases, influencing the shipment volumes and market share of individual smartphone manufacturers.