Overview: Global TV shipments grew 1% YoY in July 2026, but the flat headline masked a sharp divergence at the top of the market. TCL shipments fell 15% YoY, a decline well beyond what July's relatively weak seasonality alone can account for, and the pattern suggests that part of the brand's July volume was pulled forward into June, likely on promotional timing. Samsung held its decline to 3% YoY. The result was a renewed widening of the gap between Samsung and TCL, with monthly shipment share at 13% and 9% respectively, reversing the steady narrowing the two had shown in preceding months. On a single-month basis, the shipment ranking in July was Samsung, Hisense, LGE and TCL.

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Apple Global Market Share by Product Segments (Volume & Revenue)

Explore Apple market share trends as Apple’s revenues in Q4 2025 (Q1 2026 of its financial year) grew 16% YoY, reaching $144 billion; the highest ever.