Apple's Steady iPhone Pricing Pays Off as Rivals Scramble
Apple achieved a record 20% global smartphone market share in Q2 2026, benefiting from steady pricing while competitors raised costs due to a memory chip shortage. Analysts suggest that Apple may face future pressure to raise prices as component costs continue to climb.
Why it matters
Apple's ability to maintain market dominance during a supply chain crisis demonstrates the strength of its brand and pricing strategy compared to its rivals.
Apple captured a record 20% share of the global smartphone market in the second quarter of 2026, even as worldwide shipments fell 4% year-over-year amid an ongoing memory chip shortage, according to a new report from Omdia .
The article provides a market analysis based on industry data without editorializing on Apple's business practices.
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