China’s smartphone shipments fell 2% YoY in Q2 2026, according to preliminary data from Counterpoint Research’s Market Monitor Tracker. Soaring memory costs prompted smartphone OEMs to adopt more conservative production plans and shift their focus to profitability rather than shipment growth. To protect margins, many OEMs scaled back production of lower-end devices while prioritizing higher-margin models, resulting in lower overall shipment volumes and a more polarized market.

China Smartphone Sell-in Shipment Share Top 6 Brands (Preliminary Data)

Notes: OPPO includes OnePlus and realme. Percentage totals may not add up to 100% due to rounding

Huawei continued to lead China’s smartphone market in Q2 2026 with a 23% market share, the brand’s highest since Q4 2020. Huawei's strong performance was driven by robust demand for the Enjoy 90 Pro Max and strength across its broader portfolio, sustaining 24% YoY shipment growth. The successful debut of the Pura X Max also validated the market potential of the new wide-foldable form factor, broadening the appeal of premium foldables and providing additional shipment momentum.

Apple outperformed the broader market in Q2 2026 with shipments growing 23% YoY, as its relatively stable pricing became increasingly attractive amid widespread Android price increases driven by higher component costs. Continued demand for the iPhone 17 series was further supported by consumer expectations of higher iPhone prices in Q3 2026, prompting some purchases to be brought forward.

To offset rising memory costs, Chinese Android OEMs prioritized profitability over shipment growth, scaling back volumes while raising retail prices. Despite weaker market demand, several new product launches helped cushion the decline. OPPO and vivo strengthened their mass-market portfolios with the Reno 16 and A series, and the S60 series and Y600 Pro, respectively. Xiaomi's Redmi K90 series remained the brand's key volume driver. HONOR's X80 series supported shipments, while the Magic V6 further strengthened its position in the premium foldable segment.

China's smartphone market remained relatively resilient in H1 2026, with shipments declining 3% YoY. This was largely because OEMs were still drawing on memory inventory procured in late 2025 and Q1 2026, delaying the pass-through of higher memory costs to retail prices. As higher-cost inventory reaches the market in H2 2026, another wave of smartphone price increases is expected to put further pressure on consumer demand and shipments.

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Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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