Samsung retakes global smartphone sales lead in H1 2026

Samsung reclaimed the top position in the global smartphone market during the first half of 2026, shipping more devices than any rival even as the broader industry contracted under the weight of a deepening memory crisis.

A Market in Decline, a Leader on the Rise

Counterpoint Research data shows Samsung captured a 22% share of global smartphone shipments in H1 2026, edging past Apple ↘ 0.26% at 21%. Samsung's momentum accelerated in Q2, when it reached a 23% worldwide share and grew shipments 9% year-over-year — a feat achieved against a market that shrank by roughly 7% in the same period. IDC's preliminary data pegged the Q2 decline at 6.7%, with total shipments falling to 277.5 million units.androidheadlines+2

North America proved a particular bright spot for Samsung, which saw its shipment share jump from 26% in Q1 to 30% in Q2, driven largely by demand for its Galaxy S26 flagship lineup. Xiaomi held third place globally with an 11% share, though its shipments fell 26% year-over-year as rising memory costs crushed margins on budget hardware. Oppo and Vivo rounded out the top five at 10% and 8%, respectively.androidheadlines

The iPhone Duo Effect

An unexpected tailwind arrived in September when Apple unveiled the iPhone Duo, its first foldable device priced at $1,999. Rather than siphoning demand from Samsung, the announcement appeared to boost it. According to reports from Maeil Business Newspaper cited by Android Police, Galaxy Z Fold 8 sales in South Korea rose approximately 10% in the week following Apple's September 9 announcement. Industry sources attributed the lift to pent-up demand from buyers who had been waiting to compare offerings before choosing Samsung's cheaper and lighter alternative. The Galaxy Z Fold 8 starts at roughly $1,650 in South Korea, and it is already available for purchase, while the iPhone Duo does not ship until October.androidpolice+2

A Shrinking Market, Rising Prices

The broader market outlook remains challenging. IDC forecasts a 13.9% decline in global shipments for the full year, to roughly 1.09 billion units. Yet total market value is expected to climb as average selling prices rise — a shift driven by the rapid disappearance of sub-$200 devices and longer software support cycles that encourage consumers to invest in premium handsets. The foldable segment, meanwhile, is drawing new entrants: Counterpoint projects Samsung will hold about 38% of the foldable market by year-end, with Apple landing around 25% despite shipping its first device only in Q4.idc+3