Overview:

This report covers the global mobile phone shipment by air interface technology including market share and rankings by regions and key countries.

The deliverable includes

• Single pivot format giving in-depth analysis of global markets
• 140+ brands now in comparison to 95 brands earlier
• Break out of three key countries in each region to give a further granular view of the regions
• 18 countries view as compared to six earlier
• More visuals and analysis by country and by regions

To quickly summarize:

• The global smartphone market declined by 7% YoY in Q2 2026 as the memory shortage deepened and memory prices continue to rise. However  some OEMs frontloaded shipments in anticipation of further component price hikes and logistics cost escalation, resulting in a milder-than-expected market decline.
• Global 5G smartphone shipments remained broadly flat, growing 1% YoY in Q2 2026, weighed down by global memory and component shortages. At the same time, growth from leading premium brands was largely offset by declines across several major Chinese brands.
• Apple continued to lead the 5G market, with shipments growing 13% YoY during the quarter, while its share reached over a quarter of the total 5G market. The iPhone 17 series remained the key growth driver. Samsung also strengthened its position, with 5G shipments growing 9% YoY in Q2 2026, taking the combined share of the two brands to nearly 49%, up from around 44% in Q2 2025.
• 5G shipment performance among Chinese OEMs remained mixed during the quarter. Xiaomi, vivo and OPPO recorded shipment declines of 18%, 16% and 15% YoY in Q2 2026, respectively, weighing on overall market growth. These brands were largely impacted by their higher reliance on lower-priced segments.
• Global 4G smartphone shipments declined sharply by 26% YoY in Q2 2026, reflecting the continued transition toward 5G across both mature and emerging markets. Brands also increasingly focused on premium devices amid squeezed margins in lower-priced segments.

Published Date: Aug 2026