Overview
- Counterpoint Research data show global shipments dropped about 11% year‑on‑year in Q2 2026, the weakest June quarter since 2013 and reflecting broad demand weakness in the industry.
- Analysts say a severe DRAM and NAND shortage — with memory prices roughly four times higher since September 2025 — is the main cause because higher component costs have been passed to buyers.
- India illustrates the affordability squeeze where Q2 2026 shipments fell 10% year‑on‑year, the sub‑₹15,000 segment plunged about 45%, and average selling prices rose roughly 15% by quarter‑end.
- Market share moved toward premium and resilient players: Samsung and Apple grew among the top five globally while niche brands saw pockets of strength, with Google Pixel up about 16% globally and Nothing up roughly 105% in India.
- Counterpoint and other trackers warn pressure could last through the rest of 2026 and into 2027, prompting OEMs to trim low‑margin models, expand configuration variants and lean on financing to support premium sales.