# Apple posts strongest-ever Q2 for iPhone shipments despite market downturn Record shipments achieved, but sharpest declines still ahead. - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-07-13 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/de8ef446-9d4c-4957-bcb1-82ffc6b88909 ## Record performance Apple achieved its strongest-ever second quarter performance for iPhone shipments in Q2 2026. Both Counterpoint Research and Omdia reports confirm the company reached 17-20% annual market share. This marks a record performance during what's traditionally Apple's slowest quarter of the year. ## Market share growth While Samsung maintained leadership with 24% share, Apple secured second place with 20% market share. As Xiaomi, OPPO and vivo lost ground, Apple's share increase stood out. The strong refresh cycle of iPhone 17 series and price stability compared to competitors were key factors behind this success. ## Memory chip crisis impact Omdia's report indicates the ongoing memory chip crisis caused a 4% year-over-year decline in global smartphone shipments. Q2 2026 became the industry's weakest quarter since Q2 2023. Analysts warn the crisis effects will intensify in coming months, potentially creating greater challenges for manufacturers. ## Price increase concerns Apple's price hikes on other products toward quarter-end raised questions about potential similar moves for iPhones. The company had maintained price stability unlike competitors, gaining advantage. However, sustainability of this strategy remains uncertain for the rest of the year amid economic pressures. ## Tough period warning Omdia analysts warn the sharpest shipment declines are yet to come in the next two quarters. Normally peak demand periods featuring new product launches, holidays and shopping festivals are expected to collide with supply chain constraints. This stems particularly from memory chip supply bottlenecks. ## Industry-wide implications Despite Apple's record performance, the global smartphone market contraction carries alarming signals for the industry. Chinese manufacturers' market share losses combined with supply chain issues may hinder recovery in second half of 2026. Preparations should begin now to address potential long-term impacts across the sector. ## Sources covering this story - https://9to5mac.com/2026/07/13/second-report-says-apple-posted-its-strongest-ever-q2-for-iphone-shipments-amid-market-downturn/ — --- _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._