Apple NASDAQ:AAPL and Samsung gained smartphone market share in the second quarter even as global shipments fell 4% year over year, highlighting how the industry's largest players continue to benefit from the AI upgrade cycle and supply advantages.
Samsung remained the world's biggest smartphone vendor with a 22% market share, up from 20% a year earlier, while Apple posted its strongest second quarter on record, lifting its share to 20% from 16%, according to Omdia. Global shipments declined as the memory shortage pushed up component costs and squeezed lower-priced devices.
Apple designs the iPhone, iPad, Mac and other consumer electronics, while Samsung (SSNLF) is a global leader in smartphones, memory chips and display technology. Both companies have been better positioned than many rivals to absorb higher component costs.
Omdia said Apple's iPhone 17 delivered one of the strongest upgrade cycles in the company's history, while Samsung benefited from the delayed Galaxy S26 launch and resilient demand across premium and budget devices.