Samsung Electronics has regained its position as the leader in the global smartphone market for the second quarter of this year. Analysts attribute this resurgence to a tailored pricing strategy aimed at emerging markets and the successful launch of flagship products.
According to preliminary estimates released on July 14 by market research firm Counterpoint Research, Samsung achieved a global smartphone market share of 24%, reclaiming the top spot after falling to second place with a 20% share in the first quarter, where it was surpassed by Apple at 21%.
The recovery is believed to be driven by customized sales and pricing strategies targeting emerging markets such as India and the Middle East. Strong sales of the recently launched Galaxy S26 series also contributed to the positive results. Notably, the Galaxy S26 Ultra, which prominently features artificial intelligence (AI) capabilities and a privacy display, has received a strong market response.
In contrast, Apple, which has slipped to second place, reported a 3% increase in shipments compared to the same period last year, achieving a market share of 20%. Amid a general trend of price increases across the industry, Apple maintained its launch prices and saw robust demand for the iPhone 17 series, allowing it to continue its growth trajectory.
Meanwhile, the overall global smartphone market size for the second quarter has significantly contracted due to supply chain disruptions. Global smartphone shipments fell by 11% compared to the same period last year, marking the lowest level in 13 years since 2013.
Counterpoint Research noted, "The surge in AI data center demand has exacerbated shortages of key memory semiconductors such as DRAM and NAND flash, leading to increased component prices that have burdened smartphone manufacturing costs and dampened overall consumer sentiment in the market."
* This article has been translated by AI.
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