Market Highlights (2026W27: 6/28-7/4)

• The global smartphone market experienced a slight decline in the W27 of 2026, falling by -0.8% WoW and -5.5% YoY. This occurred as major Prime Day events in the US and Europe were concentrated in the W26, representing a smoother movement in the market's normalization process following Prime Day. India's Prime Day, which began on July 4, served as a bridge between the W26 and W27, somewhat mitigating the extent of the market decline.
• Driven by US holiday promotions on July 4 and India's Prime Day, Samsung recorded a growth rate of +2.4% WoW and +6.9% YoY, demonstrating the highest growth rate among major vendors.
• Despite a 2.9% decline from the previous week, Apple recorded the strongest growth of +18.8% YoY. This reflects a natural market cooling following the peak of the US/Europe Prime Day in week 2026 and demonstrates steady demand for Apple's premium products.
• vivo showed the greatest weekly volatility, rebounding 7.2% over the week, while Xiaomi saw a slight increase of 0.9%. Although both brands benefited from the start of India's Prime Day on July 4, they recorded significant declines of -9.3% and -10.5% YoY, respectively, as profitability for entry-level products deteriorated due to rising memory prices.
• OPPO fell 2.0% WoW and -6.5% YoY, whereas Huawei recorded the largest growth among Chinese OEMs, rising 8.3% YoY despite a 4.2% weekly decline. This is thanks to solid performance in the domestic market.
• With Prime Day in the US and Europe concluding and India's Prime Day continuing into the 28th week, India-led demand for value is expected to drive the market until next week. The continued reduction of 'Others' brand suggests that market consolidation around major brands will accelerate further.