While global smartphone production declined by eight percent in the second quarter, Apple significantly ramped up production. This was enough to secure second place behind Samsung. Market researchers raised their annual forecast – but explicitly warned against interpreting this as a recovery.
The figures come from TrendForce's production survey for the second quarter of 2026, published on September 8th. According to the survey, 275 million smartphones rolled off the assembly lines worldwide, eight percent fewer than a year earlier. Apple produced around 52 million iPhones, representing an increase of approximately 14 percent.
The underlying issue is the same one that has preoccupied the industry for months: Memory prices are rising, and manufacturers are reacting differently. The fact that this is splitting the market into two camps was already evident in the US sales report for the same quarter.
Key Facts at a Glance
- Apple produced around 52 million iPhones in the second quarter of 2026, about 14 percent more than in the same quarter of the previous year.
- Global smartphone production fell to 275 million units, a decrease of eight percent.
- Only Apple and Samsung increased their sales among the six largest manufacturers.
- The annual forecast increases from 1.05 to 1.07 billion units – the decline thus falls to 14 percent instead of 16 percent.
- Market researchers cite the pricing of the iPhone 17 series as a driving force for Apple and consider a price increase for the iPhone 18 series inevitable.
Only two manufacturers are growing
Samsung leads the rankings with 62 million devices produced, an increase of around seven percent. This was aided by the later launch of its new flagship models, as well as the increased outsourcing of entry-level and mid-range devices to contract manufacturers.
| Manufacturer | Production Q2 2026 | Share of 275 million |
|---|---|---|
| Samsung | 62 million. | 22,5 % |
| Apple | 52 million. | 18,9 % |
| Oppo | 30 million. | 10,9 % |
| Xiaomi | 29 million. | 10,5 % |
| vivo | 21 million. | 7,6 % |
| Transsion | 20 million. | 7,3 % |
The market shares are derived from the aforementioned unit sales figures. There is a difference of ten million units, or 3.6 percentage points, between Samsung and Apple. The six largest manufacturers together account for 214 of the 275 million devices.
Oppo, Xiaomi, and vivo have changed their strategy: Instead of continuing to fight for market share, the focus is now on maintaining their position and profit margins. Transsion has been hit hardest, with a decline of around 27 percent – the manufacturer relies almost exclusively on budget devices and had less cheaply sourced memory in stock than its competitors.
Why the better number is not a recovery
The raised annual forecast sounds like a sign of relief, but it isn't. TrendForce cites two reasons, and both are temporary: Some customers have brought forward their purchases, fearing further price increases next year. And several manufacturers had previously cut their production plans too drastically and are now ramping them up again.
The decline for the year as a whole is therefore reduced to 14 percent instead of 16 percent – but it's still a loss. Market researchers expect increasing pressure in 2027 because the pull-forward effect will then end and contract prices for storage will continue to rise.
Production is not sales
One point that can easily get confused when comparing with previous figures: This survey counts manufactured devices, not sales. In the spring, Apple topped the sales figures for the first quarter for the first time, with a 21 percent share. This does not contradict the 18.9 percent manufacturing figure.
The two metrics diverge over time because devices are manufactured before they reach store shelves. Comparing them is like comparing production planning with purchasing decisions. The real finding is that Apple's pricing strategy has an impact on both metrics.
What's at stake on Wednesday evening
The most interesting finding of the survey doesn't concern the past quarter, but the coming one: Market researchers consider a price increase for the iPhone 18 series inevitable, and its impact on demand will be the decisive factor. This contradicts what the collected reports on the iPhone 18 Pro series have suggested for months – most of which predicted stable prices.
We expect the deciding factor won't be the starting price, but rather the additional costs for more storage. This is precisely where the increased costs have the most immediate impact, and precisely where Apple has most frequently made adjustments in recent generations. We won't know for sure until Wednesday: The keynote begins on September 9th at 7:00 PM CEST, and until then, any price information is just an expectation, not a certainty.
Do you expect the new series to be more expensive in this country – or do you think the warnings are exaggerated as long as Apple sticks to the entry-level price? Let us know in the comments before the keynote what price you're expecting.
