Memory crises have become a major challenge for almost every smartphone brand, hindering their sales growth in 2026, but Counterpoint believes that since Huawei is away from these tactics, it is the only Chinese brand to see progress this year.
Counterpoint reports that the 2026 global smartphone sales will record the “worst annual decline” as memory deadlock and geopolitical situations are converging.
It predicted that the global smartphone shipments can fall to 13.9% year over year this year, dropping directly to 1.08 billion units – the lowest sales volume since 2013.
A major reason behind this downturn is the memory supply challenges due to (mainly) AI-powered HMB and server DRAM. Even the LPDDR4/5 prices may also tremble by the end of the second quarter of this year.
The report further states that brands will, of course, see the major impact of these ongoing tensions on their sales growth. Apple and Samsung – the top-tier brands that are unlikely to face any shocks from the external market.
iPhones and Galaxy devices have been on a stable market stage and rule the premium phone segment. Hence, they are less vulnerable to any price wars at the moment.
(Image Credits: Counterpoint)
On the other hand, Huawei will remain the only Chinese brand to witness smartphone sales growth in 2026 despite problems with memory prices and other challenges. Brands like Xiaomi saw a 19% decline in Q1 among the top five Chinese OEMs.
Counterpoint says:
“Huawei grew 1% YoY in Q1; one of the only Chinese brands to post growth, as the company deliberately held prices to gain share in the low-to-mid tier.”
At present, Huawei holds 4% of the market share in the global smartphone sales segment. And till 2027, the figure is expected to remain the same. Apple and Samsung are also on the stable share growth. Though things are different for vivo and Transsion as per the chart given below.
(Image Credits: Counterpoint)
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