Buying an affordable smartphone is about to become impossible: market plummets, Apple and Samsung celebrate

The memory crisis slows down the smartphone market, which closes negatively in the second quarter of 2026. The confirmation comes from a new report by Omdia. The data confirms a reduction in shipments that is also accompanied by an increase in market share for the two industry giants, Apple and Samsung. It's worth noting that the first quarter of 2026 was positive for the sector.

A Negative Quarter

The report from Omdia's analysts confirms the impact of the memory crisis on the smartphone market. The second quarter of 2026, in fact, closes with a 4% decline in shipments of new smartphones. To find a more negative result in terms of percentage decline, one must go back to 2023.

The slowdown mainly affects Chinese manufacturers. Samsung and Apple have, in fact, strengthened their presence in the market in terms of market share, with a percentage increase of 2 points and 4 points, respectively. Xiaomi is down, losing 4 points in market share, and OPPO and Vivo have also seen losses of 2 points and 1 point, respectively.

Runar Bjorhovde, a principal analyst at Omdia, clarifies how the crisis is affecting the market: "The most significant volume declines have hit the mass market segment below $400, where supply constraints are stricter, profit margins are thinner, and price sensitivity is at its maximum. To adapt, suppliers are shifting their strategies from volume to value, re-optimizing their portfolios and adjusting retail prices."

Omdia forecasts further declines in shipments, with a reduction in volumes during the second half of 2026 (both in the third and fourth quarters).