OnePlus is exiting the North American and European markets for its future product launches, while sales of new Realme products will be suspended within its home market of China. The changes to both Oppo sub-brands signal the challenges low- to mid-tier brands face amid rising component costs and a tough global smartphone market this year.
OnePlus, an Android brand that once cultivated a devoted following among enthusiasts, is reportedly preparing to cease operations in the US and Europe as early as this week, a withdrawal that reads less like an isolated stumble than a symptom of a smartphone market where soaring component costs are pricing value-focused vendors out.
Apple's MacBook Neo is selling briskly, lifting the company's notebook brand shipments by more than 10% year on year in the second quarter of 2026, but supply shortages are emerging as a major risk. Supply-chain sources had expected MacBook Neo shipments to reach 10 million units in 2026, but a key component bottleneck could weigh on sales.
Apple is reportedly evaluating AI model compression technology from Silicon Valley startup PrismML as it seeks to run more capable AI models directly on iPhones, a move that could improve performance while reducing reliance on cloud computing.
According to Counterpoint's latest market tracker, global smartphone shipments fell sharply in the second quarter of 2026, underscoring the memory crunch's impact on consumers, manufacturers, and retailers worldwide. Higher component costs, rising prices, and weaker demand in budget segments are now reshaping the market, with the disruption likely to influence availability, upgrade cycles, and handset pricing well beyond this year.
Reports have emerged that Apple may have managed to avoid 100% tariffs imposed by US President Donald Trump, partly by agreeing to partner with Intel to manufacture its chips. While Apple could benefit from expanding its chip suppliers, the episode also shows the power of Intel's government backing as the US seeks to reshore its semiconductor industry.
New figures from Counterpoint Research estimate that the bill of materials (BOM) for the upcoming iPhone 18 Pro Max could rise nearly US$300 compared with the iPhone 17 Pro Max released in September last year. Ballooning memory costs largely account for this increase, although Apple may be better placed than most other smartphone brands to weather such price hikes.
India's smartphone buyers are increasingly turning to financing, a shift that could shape device sales patterns in other price-sensitive markets as well. Higher handset prices and easier installment options are making monthly payments more attractive than one-time purchases, especially beyond major cities, according to Counterpoint Research.
Shipments of smartwatches with edge AI features leaped 70% in the first quarter of 2026, with Apple overwhelmingly leading the charge, according to Counterpoint Research. This market is taking off as health-focused users gain access to deeper insights through AI advancements, and as brands lean on wearables to offset weak smartphone sales.
India's decision to clear a smartphone-manufacturing joint venture between Dixon Technologies and Vivo Mobile India could reset how the country handles Chinese capital in its fast-growing electronics sector, signaling that Beijing-linked investment can pass New Delhi's tightened scrutiny when it is structured under local majority control.
D-Link Corporation has secured supply-chain access to SpaceX and won a separate 4G fixed wireless access order in Germany, underscoring demand for its networking gear across the sensitive aerospace and telecom sectors. The wins could extend the company's global footprint, while highlighting how security, compliance, and resilient connectivity are shaping procurement decisions worldwide.
Samsung Electronics' mobile business has shown signs of improving demand in recent months, prompting the company to increase production of several smartphone models. However, rising component costs and intensifying competition continue to weigh on profitability, highlighting the challenges facing the world's largest Android smartphone vendor.
The 2026 smartphone market is facing a dark outlook as memory prices rise and shortages tighten supply, weighing on low- and mid-range handsets and hitting power amplifier (PA) shipments. Supply-chain companies said weaker gross margins are prompting brand owners to cut production and delay new model launches, while consumer caution is also dragging on demand.
