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Quarterly analysis of leading smartphone OEMs covering revenue, gross profit, competitive positioning, key business drivers and chipset vendor dynamics.
The Auto 360 Intelligence Tracker provides Counterpoint's perspective on key developments shaping the global automotive industry. Every month, our analysts curate and connect the announcements that matter, from new vehicle launches and semiconductor design wins to software-defined vehicle (SDV) strategies, AI innovations, digital cockpit technologies, autonomous driving developments, connectivity partnerships, and industry events. Every edition is a curated, analyst-written brief.
The global foldable smartphone market had a softer Q2 2026, mainly due to product-cycle timing and weaker clamshell demand. China remained the key market, while book-type foldables continued to gain momentum, led by Huawei’s Pura X Max. The report reviews Q2 performance by region, OEM and form factor, along with recent market developments and the longer-term outlook.
The Global Top 20 Smartphone SoC Model Shipments Tracker provides a detailed view of the shipment performance of the top 20 best-selling smartphone SoC models globally. The tracker covers quarterly shipments from Q1 2019 through Q1 2026, enabling clients to analyze long-term trends in individual SoC models and understand how the competitive landscape is evolving.
Global smartphone SoC sales declined by 11% YoY in Q2 2026, primarily due to rising memory costs and cautious inventory management by smartphone OEMs. Among the major smartphone SoC vendors, MediaTek, Qualcomm, and UNISOC recorded double-digit YoY decline in sales. The low and mid-tier segments is impacted the most, as OEMs are likely to reduce entry-level models and optimize their product portfolios to protect margins.
Global smartphone shipments declined by 21% YoY in Q2 2026, primarily due to rising memory costs and cautious inventory management by smartphone OEMs. MediaTek and Qualcomm shipments declined by more than 30% YoY during the quarter. The low and mid-tier segments are expected to be impacted the most, as OEMs are likely to reduce entry-level models and optimize their product portfolios to protect margins.
Global smartwatch shipments declined 4% YoY, driven by an extended replacement cycle and the continued decline of the basic smartwatch segment.
Global smart glasses shipments grew 215% YoY and 30% sequentially in Q2 2026. In Q2 2026, the global smart glasses market continued to expand rapidly, but growth remained heavily driven by a single market leader, Meta. Beyond Meta, the competitive landscape remained highly fragmented, with no credible global challenger. Regional players such as Fire-Boltt in India and Huawei and Alibaba in China gained traction but retained limited global share.
In Q2 2026, global VR headset shipments declined by 18% YoY and 16% QoQ. Meta’s decision to increase VR headset prices amid the global memory price surge added further pressure to an already cooling market. In contrast to the slowdown in VR, global shipments of AR devices surged 138% YoY and 10% QoQ in Q2 2026, driven by new product launches, international expansion by OEMs, and China’s 6.18 promotional campaigns.
In Q2 2026, global VR headset shipments declined by 18% YoY and 16% QoQ. Meta’s decision to increase VR headset prices amid the global memory price surge added further pressure to an already cooling market. In contrast to the slowdown in VR, global shipments of AR devices surged 138% YoY and 10% QoQ in Q2 2026, driven by new product launches, international expansion by OEMs, and China’s 6.18 promotional campaigns.