Samsung Projected to Regain Global Smartphone Market Lead

Samsung Electronics Co. is projected to regain the top position in the global smartphone market in 2026, according to Counterpoint Research. While global phone unit shipments are expected to decline by 14.3% due to rising component prices and a memory supply crunch, Samsung is forecast to achieve 0.8% growth.

Analysts attribute this resilience to the company's integrated supply chain, broad product portfolio, and established relationships with operators and retailers. Apple Inc. is also expected to remain resilient, though researchers maintain a more cautious outlook for the iPhone maker.

Chinese manufacturers are expected to face significant shipment pressure, with some price-sensitive brands potentially seeing drops of up to 34%. Huawei Technologies Co. is a rare exception among Chinese firms, likely to sustain significant growth because of its independent hardware supply. Counterpoint analysts state that while foldable devices and on-device AI support premiumization, these trends are unlikely to trigger a broad shipment supercycle.