Samsung led the global smartphone market in H1 2026

Counterpoint Research: Samsung took 22% of the global smartphone market in H1 2026, with shipments up 9% year-over-year. Apple came second with 21%, followed by Xiaomi (11%), Oppo (10%), and Vivo (8%).

• Samsung's share was 22%, shipments up 9% year-over-year
• Apple took second place with 21% market share
• Xiaomi, Oppo, and Vivo got 11%, 10%, and 8% respectively
• Global smartphone market in Q2 2026 shrank by 7%