On July 14, IDC released preliminary data for the “Global Quarterly Mobile Phone Tracking Report”, showing that global smartphone shipments in the second quarter of 2026 were 277.5 million units, down 6.7% year on year. This is the second consecutive quarter of year-on-year decline. IDC pointed out that the memory crisis continued to impact the market. In the second quarter of 2026, the differentiation between the high-end market and the low-end market further intensified. Samsung and Apple both achieved year-on-year growth in shipments, increasing their market share by 3.2 and 3.8 percentage points respectively, while memory costs increased by nearly 300% compared to the same period last year, accounting for more than 65% of the total bill of materials cost among low-end models, making it more and more difficult for manufacturers focusing on low-end products to sustain themselves.

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