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 .
It is Apple's best second-quarter showing on record, landing in what is normally its slowest stretch of the year. Omdia credits this to a strong iPhone 17 upgrade cycle, as well as Apple keeping prices flat across the lineup while rivals were forced to raise theirs. The firm still flagged that Apple raised prices on other products late in the quarter, which raises the question of whether iPhone pricing will follow suit later this year.
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