Global smartphone market down 4% in 2Q26 while Apple and Samsung soared – Omdia

mobilityindia.com Aug 2, 2026

Global smartphone market down 4% in 2Q26 while Apple and Samsung soared – Omdia

Curated by Shubham · TechCapsules · Aug 2, 2026

AI-summarised brief · reviewed before publication

Global smartphone shipments declined 4% year-on-year in the second quarter of 2026, according to Omdia research. The downturn was driven by an ongoing memory crisis that disrupted supply chains and increased component costs. Despite the broader market contraction, Apple and Samsung experienced significant growth. Samsung maintained its position as the largest vendor with a 22% market share, aided by resilient demand and strong supply availability. Apple achieved a record-high 20% market share, marking its best second-quarter performance ever, fueled by the strong iPhone 17 series refresh cycle. While these two leaders expanded their shares by 2 and 4 percentage points respectively, mass market segments suffered steep volume drops. Xiaomi, OPPO, and vivo occupied the third, fourth, and fifth spots with 11%, 10%, and 8% shares. Vendors are increasingly shifting strategies from volume to value to mitigate supply constraints and rising prices in the sub-$400 segment.

💡 Why It Matters

· The divergence between premium and mass-market performance exposes the fragility of low-margin hardware businesses during supply shocks.
· As component costs rise, only companies with pricing power and robust supply chains can sustain growth, forcing competitors to abandon volume-based strategies.

Read full article on mobilityindia.com

iPhone Air 2 leak points to a smaller Dynamic Island and upgraded…

Analyst Jeff Pu reports that the iPhone Air 2, expected in early 2027, will feature a refined design and upgraded internals. The device retains its 6.55-inch display but introduces a smaller Dynamic Island for increased screen space. Camera improvements include a new 48-megapixel ultra-wide sensor alongside the existing main camera. Internally, the phone will utilize the A20 Pro chip built on TSMC’s 2nm process, paired with 12GB of RAM and Apple’s C2 modem. It also features a titanium frame. These updates aim to address compromises in the original model without altering its slim profile. The iPhone Air 2 is scheduled to launch alongside the base iPhone 18. This iterative approach strengthens the lineup’s appeal by enhancing performance and photography capabilities while maintaining the lightweight form factor that distinguishes it from heavier Pro models.

💡 Apple’s strategy of incremental refinement over radical redesign validates the Air’s position as a premium alternative to bulkier Pro models. By prioritizing practical improvements like screen real estate and camera versatility, the company targets users seeking flagship performance without the physical trade-offs of current top-tier devices.

appleinsider.com · Aug 2

Apple still plans a camera-free AirPods Pro update for 2026

Bloomberg reporter Mark Gurman reports that Apple’s camera-equipped AirPods Pro, codenamed B798, are delayed until 2027. However, a camera-free update, codenamed B790, is expected to launch by the end of 2026. The B790 model is reportedly further along in development than its camera-enabled counterpart. Evidence of the B790 exists within iOS 27 code, and the device appears on Apple’s internal roadmap for a 2026 release. Gurman notes that Apple often develops competing internal versions of products. While the B798 aims to integrate IR sensors for Apple Intelligence features similar to rumored Apple Glass, the B790 will likely serve as a standard enhancement to the current lineup. The camera-equipped version was previously in design validation testing but missed the 2026 schedule. Consequently, consumers should anticipate a refined, non-camera version this fall, while the more ambitious hardware integration remains a 2027 prospect. This staggered approach allows Apple to maintain product momentum while finalizing complex sensor technology.

💡 The B790’s imminent release ensures Apple maintains market presence without waiting for complex sensor integration. This strategy separates routine hardware refreshes from major AI-driven feature rollouts, managing consumer expectations effectively.

appleinsider.com · Aug 2

Apple’s latest job listings suggest Apple Fitness+ could come to Apple Glasses

Apple is actively recruiting a strategic product design leader to define health, wellbeing, and fitness experiences for its vision products, according to a job listing cited by Bloomberg’s “Power On” newsletter. The role requires translating opportunities at the intersection of spatial computing, wearables, consumer health, and human behavior. This hiring move suggests Apple is exploring fitness tracking capabilities for future smart glasses, as the current Apple Vision Pro is considered too unwieldy for activities like yoga and cardio. Although previous ambitions for fitness software on the Vision Pro reportedly fell through due to practical limitations, the new position indicates a continued commitment to integrating health features into Apple’s wearable ecosystem. The listing highlights a strategic pivot toward more suitable hardware for active users, aiming to overcome the physical constraints of the current headset while leveraging spatial computing technologies to enhance user engagement in health and wellness applications.

💡 The recruitment signals a strategic pivot away from the Vision Pro’s physical limitations toward more practical wearable form factors for active users. By targeting the intersection of spatial computing and fitness, Apple aims to capture a market segment that finds headsets impractical for exercise, potentially expanding its health ecosystem beyond the Apple Watch.

news24online.com · Aug 1

Apple iPhone 18 launching in 2027: Smaller Dynamic Island, faster A20 chip,…

Apple is slated to unveil its iPhone 18 in 2027, marking the next major iteration of the flagship smartphone line. Leaked specifications suggest a reduced‑size Dynamic Island that will occupy less screen real estate while retaining interactive functionality. The device is expected to be powered by a new A20 processor, touted as faster and more energy‑efficient than its predecessor, and to feature upgraded RAM capacity for smoother multitasking. Apple may also introduce enhancements to camera modules, battery life, and software integration, though official details remain unconfirmed. Industry analysts view the rumored changes as an effort to sustain consumer interest amid growing competition from Android manufacturers. The announcement is anticipated to generate significant market buzz and influence upcoming product roadmaps.

💡 A slimmer Dynamic Island and a stronger chipset could redefine user interaction standards, pressuring rivals to accelerate their own hardware innovations.

ign.com · Aug 1

Everything Coming to Apple TV in August

Apple TV+’s August lineup is anchored by the surprise return of Ted Lasso, which launches its fourth season on August 5, following the coach’s move to a women’s second‑division team in Richmond. The month also adds Women in Blue Season 2, a 1970s‑set Mexican crime thriller, and the fifth season of the children’s animated series Stillwater, based on Jon J. Muth’s Zen books. Sports documentary The Dynasty: UConn Huskies chronicles four decades of women’s basketball under Geno Auriemma. Dark Matter returns for a second season on August 28, continuing the reality‑bending saga of the Dessen family. New episodes of ongoing series Silo, Sugar, Lucky, Trying and others will drop weekly on Wednesdays and Fridays, maintaining Apple TV+’s ad‑free, single‑plan model and expanding its genre diversity for viewers.

💡 Apple TV+ leverages a high‑profile franchise to draw subscribers while showcasing a broader, genre‑spanning slate that reinforces its premium, ad‑free positioning.

news18.com · Aug 1

iPhone 18 Pro Max launch date leaked: September debut, 2nm A20 chip,…

Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max on September 12, according to a fresh leak. The premium devices would feature Apple’s first 2 nanometer A20 processor, a revamped camera system, a reduced‑size Dynamic Island and larger batteries. Rumors also suggest the event could introduce Apple’s inaugural foldable iPhone alongside the Pro models. Unlike previous years, Apple may limit the September showcase to the Pro line, postponing the standard iPhone 18 series to 2027. Analysts note the advanced chipset and battery upgrades could push retail prices higher than the current generation. No official confirmation has been provided by Apple. Supply chain sources indicate a shift to framing for the Pro Max, improving durability while adding feel.

💡 Introducing a foldable device and a 2 nm chip in the same launch could redefine Apple’s premium segment and set new performance benchmarks.