Samsung bests Apple to become the top smartphone brand in the world

Apple's time as the top smartphone maker in the world has come to an end for the time being.

According to a new report from tech market research firm Counterpoint, Samsung has reclaimed its title from Apple as the mobile industry's global leader in Q2 2026. And it seems Apple's loss is at least partially attributable to the ongoing global RAM shortage, which has led to fewer people buying phones.

"The outlook for the rest of 2026 remains challenging," Counterpoint says in its report. The research firm expects a roughly 14 percent decline in global smartphone shipments for the year, with price increases putting pressure on shoppers.

Samsung and Apple have been neck-and-neck for years in the race as the world's most popular smartphone manufacturer. At the start of the year, Apple overcame Samsung to become the industry leader on the strength of record-breaking iPhone sales.

However, the latest data shows that Samsung has had a strong start in 2026, propelling the company back to the top. Samsung now has a 24 percent global mobile market share, the strongest of any of the top five brands in the category. Samsung’s Galaxy S26 line was the driver behind shipment growth, according to the report. Counterpoint says that the Galaxy S26 Ultra model released in March emerged as the "standout performer."

Although Apple dropped to second, the company's market share actually grew overall in Q2 2026. The Counterpoint report found that the company grew 3 percent year-over-year during the quarter and even achieved a record 20 percent global market share. The iPhone 17 remained as Apple's biggest product line and was the "top-shipped global model."

However, Apple did face some adversity due to global RAM shortage spurred by the AI boom.

Counterpoint's report says legacy iPhone models "faced softer demand, as component allocation prioritized current-generation devices amid memory-related supply constraints." The company also faced declining shipments within the Chinese market as "China remained a relative soft spot" for the company, according to Counterpoint.

As for the RAM shortage, Samsung's smartphone lines likely benefited, as the company is also a memory manufacturer itself. Still, the company did slightly raise its prices in February, and rumor has it the company could potentially raise mobile prices further in the near future (the company is expected to launch its new foldables at a July 22 event in London).

Notably, Samsung avoided price increases on its Ultra model, which did particularly well this quarter. Apple has so far managed to avoid price increases on its iPhone 17 line, despite hiking prices on its MacBooks and iPads in June.

It should also be noted that Samsung unveiled its latest Galaxy smartphone models in February of this year. The Galaxy S26 line, according to the report, was a major factor in Samsung regaining its top spot. Apple's new iPhone line, iPhone 18, isn't expected until September, and it will likely play a major role in Apple's future market share.