Global smartphone production showed moderate growth in 2025, increasing by 2.5% YoY, with Samsung and Apple tying for the top spot in market share. However, driven by sharply rising memory prices, overall production volume is projected to see a significant downward revision in 2026. Brands will experience polarization based on their differing product portfolios. Overall, the memory price supercycle will be the key variable reshaping the global smartphone market landscape in 2026.

Key Highlights

• Global smartphone production posted modest growth in 2025, with Samsung and Apple sharing the top position in terms of production volume and market share.
• Driven by surging memory prices, overall production volume is expected to be revised down significantly in 2026. The industry will be forced to choose between "raising prices to protect profits" and "downgrading specifications to maintain volume." High-end brands are expected to sacrifice margins to gain market share, while 
• small-to-mid-sized brands and those focused on the low-end segment will be pushed into a defensive position.
• Chinese brands generally face greater pressure. Those with a high exposure to the low-end segment will proactively reduce volume and phase out models with negative gross margins. Furthermore, brands primarily focused on the domestic Chinese market must also contend with intense competition from Huawei.
• The supercycle of memory price hikes will be the critical factor reshaping the global smartphone market landscape in 2026.

Table of Contents

1. Global Smartphone Production Reached 1.25 Billion Units in 2025 as Samsung and Apple Tied for First Place; Rising Memory Prices Will Reshape Smartphone Market Share Landscape in 2026
2. Apple has benefited from the strategic pricing of its new models, with its production market share surpassing previous records
3. Facing Dual Pressures of Cost and Inventory, Chinese Brands Entered Correction Phase Early in 4Q25
   • 2025 Global Smartphone Production Ranking
4. Huawei Dedicated to Promoting Harmony OS; Further Expansion in Market Share Likely to Occur in 2026
   • Projection on Market Shares of Top 6 Brands in Chinese Market
5. YThe memory price hike is in full effect, with shipment volume continuing to undergo downward YoY revisions.
   • Global Smartphone Production Forecast

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