While most of the smartphone industry was struggling, Samsung was quietly having a great first half of 2026. That contrast says a lot about where the company stands right now.
According to SamMobile, Counterpoint Research has published its global smartphone market analysis for H1 2026, and Samsung came out on top with a 22% market share. That’s the highest of any brand, and it held that lead across both Q1 and Q2. Apple came in second with 21%, followed by Xiaomi at 11%, Oppo at 10%, and Vivo at 8%.
What makes this especially interesting is the context. The global smartphone market actually shrank by 7% in Q2 2026. Most brands were feeling that pressure. Samsung wasn’t. The company grew shipments by 9% year-over-year, which Counterpoint Research credits to “favorable pricing and competitive dynamics.” That’s a polished way of saying Samsung knew how to position itself while rivals stumbled.
And yes, Samsung raised prices on its phones multiple times during this period. So growing shipments while charging more, during a market downturn, is a genuinely strong result. It’s not luck. It reflects real demand across Samsung’s lineup, from budget Galaxy A phones to its flagship S series.
The top five brands for H1 2026 were:
- Samsung — 22% market share
- Apple — 21% market share
- Xiaomi — 11% market share
- Oppo — 10% market share
- Vivo — 8% market share
The gap between Samsung and Apple is slim, just one percentage point. That rivalry isn’t going anywhere. But Samsung’s ability to hold the top spot across two consecutive quarters, while growing against a contracting market, puts it in a strong position heading into H2 2026.
The Galaxy Z Fold 8 series is already reported to be performing well, and that product alone could push Samsung’s numbers even higher in the second half of the year. Foldables are still a niche category overall, but Samsung owns that niche almost entirely. So if foldable demand picks up, Samsung benefits more than anyone else.
For now, the data is clear. Samsung is the biggest smartphone brand on the planet, and it’s not coasting.