# Smartphone Market Decline: Samsung and Apple Gain Share Global smartphone shipments fell while two giants expanded their market dominance. - **Source:** [GSMArena.com - Latest articles](https://brifing.si/source/ae58cd90-1e26-4445-9a9c-963b7954a50c) - **Published:** 2026-07-13 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/28500157-1b7c-4bbf-ac4b-29e6cb3ba2a7 ## Market-Wide Decline According to Omdia's report, global smartphone shipments dropped 4% in Q2 2023 year-over-year. The primary reasons behind this decline are the ongoing memory crisis and rising component costs. Manufacturers have been forced to pass these increased costs onto consumers. ## Samsung and Apple's Rise While the market contracted, Samsung and Apple managed to increase their market shares. Samsung grew from 20% to 22%, while Apple expanded from 16% to 20%. This growth is attributed to Apple avoiding price hikes and Samsung strengthening in the budget segment. ## Chinese Rivals Lose Ground Chinese brands like Xiaomi, Oppo and vivo lost market share. Xiaomi dropped from 15% to 11%, Oppo from 12% to 10%, and vivo from 9% to 8%. Their product line reductions and price increases weakened their competitiveness in the budget segment. ## Impact of Memory Costs Memory and storage components now account for over 60% of budget device material costs. Omdia analyst Runar Bjorhovde notes that the tightest supply constraints and thinnest margins are in the under-$400 segment, significantly impacting consumer purchasing behavior. ## Future Projections Omdia predicts the sharpest sales declines will occur in Q3 and Q4. While memory price drops are expected only in the second half of next year, they're unlikely to return to pre-2025 levels. The market challenges are expected to persist. ## Changing Consumer Behavior As manufacturers focus more on premium segments, budget-conscious consumers face fewer options. This is causing many mass-market buyers to delay purchases, lower expectations, use financing options, or turn to refurbished devices instead. ## Sources covering this story - https://www.gsmarena.com/omdia_smartphone_market_shipments_fell_in_q2_but_samsung_and_apple_grew_their_market_shares-news-73692.php — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._