
Apple Keeps iPhone Prices Flat, Captures Global Smartphone Market Share
Apple captured a 20% share of the global smartphone market in Q2 2026 as shipments fell 4% year over year due to a memory-chip shortage, aided by a strong iPhone 17 upgrade cycle and flat iPhone pricing while rivals raised prices; with supply pressures continuing, analysts expect iPhone pricing could rise later in the year as component costs increase ahead of the iPhone 18 cycle.


