Apple's Steady iPhone Pricing Pays Off as Rivals Scramble

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 . It is Apple's best second-quarter showing on record, landing in what is normally its slowest stretch of the year. Omdia credits this to a strong iPhone 17 upgrade cycle, as well as Apple keeping prices flat across the lineup while rivals were forced to raise theirs.