iPhone sales grow despite global market decline
Apple managed to grow even in the smartphone market's worst quarter.
1Overall market decline
Global smartphone shipments fell 11% in Q2 2026, marking the lowest second-quarter level since 2013. The contraction was largely driven by increased demand for memory chips from AI data centers, which diverted supply from smartphone manufacturers.
2Apple's resilience
While the overall market shrank, Apple's iPhone shipments grew by 3%. This performance increased the company's global market share to 20%, setting a new second-quarter record. Apple maintained its strength in the premium segment despite challenging conditions.
3Competitive landscape
Samsung maintained leadership with 24% market share while posting the strongest year-over-year growth among top players. Xiaomi followed Apple with 12% share, while Oppo and Vivo held 11% and 8% respectively, rounding out the top five smartphone vendors.
4Component cost impact
Rising DRAM and NAND memory prices particularly affected entry-level and mid-range phone manufacturers. With less flexibility to absorb higher component costs, these segments experienced the most significant contraction in the challenging market environment.
5Premium segment advantage
Apple's focus on high-end models provided resilience against rising costs. The company's premium pricing power allowed it to better manage component cost increases, enabling it to emerge stronger from the market downturn compared to competitors in more price-sensitive segments.
6Market outlook
Growing investments in AI data centers suggest continued pressure on memory chip supply. This indicates challenging conditions will persist, particularly for mid-range and budget manufacturers. Premium players like Apple remain well-positioned to navigate this environment successfully.
Original article: AppleInsider News — iPhone satışları küresel düşüşe rağmen büyüdü