Overview
- Counterpoint Research reported that European shipments fell 10% year‑over‑year in Q2 2026 to about 35 million units, the weakest second quarter in three years, with Apple and Samsung each holding 34% share.
- Researchers across late August 2026 said the global downturn is driven by constrained memory (RAM) supply and higher component costs that disproportionately hurt low‑margin entry and midrange phones.
- Apple grew shipments in several contracting markets, including a 5% rise in Latin America and roughly 15% sales growth in India, helped by sustained demand for recent iPhone models and the company absorbing some price increases.
- Samsung reclaimed strength globally and expanded share in Latin America by keeping product availability and competitive pricing for its mid and high tiers, while many Chinese budget brands saw double‑digit declines in Europe and elsewhere.
- Analysts warn inventory levels are low and expect further near‑term declines with recovery unlikely before 2028, meaning consumers may face tighter choice and higher prices through the rest of 2026.