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MacRumors·3 min read·medium

Apple's Steady iPhone Pricing Pays Off as Rivals Scramble

H
Hartley Charlton
Apple's Steady iPhone Pricing Pays Off as Rivals Scramble
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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.

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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 .

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