Apple’s iPhone defies gravity: record growth in a shrinking smartphone market amid memory crisis

Apple’s iPhone 17 Pro Max
In a challenging quarter for the global smartphone industry, Apple has once again demonstrated why the iPhone remains a powerhouse brand. According to recent data from IDC, while overall smartphone shipments tumbled, Apple’s shipments surged—highlighting the company’s strategic resilience in the face of rising costs and weakening demand.
The Broader Market Struggles
The second quarter of 2026 was tough for the smartphone sector. Globally, shipmen