Global smartphone shipments hit their lowest second-quarter level since 2013, with rising memory costs and market shifts squeezing low-cost devices while major brands like Apple and Samsung hold their ground.
US smartphone sales fell in the second quarter as rising memory costs pushed the lowest-priced devices hardest, according to Counterpoint Research. The firm said the squeeze was felt most sharply by smaller manufacturers, while Apple, Samsung, Motorola and Google were better placed to absorb higher component prices and defend their positions in the market.
Counterpoint estimated that combined sales for those four major brands fell 4% year on year in the April-to-June period, while the rest of the market dropped 45%. Sales of phones priced below $100 slid almost 65%, a decline that helped Samsung and Motorola gain share in prepaid channels as the gap between entry-level branded devices and white-label handsets narrowed.
The broader global picture was also weak. Counterpoint said worldwide smartphone shipments fell 11% in the quarter to their lowest second-quarter level since 2013, with the DRAM and NAND shortage weighing on the industry. Samsung regained the top global position with a 24% share, while Apple’s shipments rose 3% and lifted its share to 20% for the first time, supported by demand for premium models. Xiaomi, OPPO and vivo posted the sharpest declines among the leading brands.
Apple is still at the centre of the pricing debate. In June, Tim Cook said price increases were unavoidable as memory constraints tightened, although he did not specify timing or product lines. Counterpoint now expects iPhone average selling prices to rise further in the third quarter, especially if Apple lifts prices on the iPhone 18 series. The report said carrier subsidies will be crucial, because strong trade-in and contract support could soften the impact on buyers even if sticker prices rise. Separate reports have suggested that the iPhone 18 Pro could start between $1,349 and $1,399, the Pro Max between $1,449 and $1,499, and a foldable iPhone Ultra could cost about $2,500.
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