Samsung led the global smartphone market in H1 2026

TL;DR

Samsung led global smartphone shipments in H1 2026 with a 22% market share, according to Counterpoint Research.

Its shipments rose 9% year over year, helped by favorable pricing and competitive market conditions.

Apple was second at 21%, followed by Xiaomi at 11%, Oppo at 10%, and Vivo at 8%.

Samsung was the number one smartphone brand globally in terms of shipments in Q1 2026 as well as Q2 2026. With the company leading the market in both quarters, it was only logical that it would also come out on top for H1 2026. We now finally have some numbers to confirm that.

Counterpoint Research has published an analysis of the global smartphone market for H1 2026. According to the report, Samsung held a 22% market share, the highest among all brands, putting it in first place. That’s despite the tech giant raising the prices of its phones multiple times.

Counterpoint Research

Counterpoint Research Global Smartphone Market Share H1 2026

According to the research firm, Samsung’s smartphone shipments grew 9% year-over-year (YoY), supported by “favorable pricing and competitive dynamics.” It is worth noting that the global smartphone market shrank by 7% in Q2 2026. The brand managed to grow despite the broader market downturn, which is a notable achievement.

Apple followed closely behind Samsung with a 21% market share. Xiaomi, Oppo, and Vivo occupied the third, fourth, and fifth spots, respectively, with market shares of 11%, 10%, and 8%. With the Galaxy Z Fold 8 series performing exceptionally well, the South Korean tech giant could carry this momentum into H2 2026.

Abid Iqbal Shaik - Writer

First Samsung device: Galaxy S II

I’m a computer science engineer living in Hyderabad, India, who has a keen interest in automobiles and consumer electronics. My journalism career kicked off in 2017 with MySmartPrice where I wrote news, features, buying guides, and explanatory articles about technology among other things, and reviewed many products, including smartphones, tablets, laptops, PC components, smartwatches, audio devices, wearables, and smart home products. Since then, I have worked for 91Mobiles, Apple, and Onsitego, before finally landing on SamMobile.

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