Apple's Steady iPhone Pricing Pays Off as Rivals Scramble

Apple's decision to maintain steady pricing for its iPhone lineup during a time when competitors raised prices paid off handsomely, securing a record 20% share of the global smartphone market in the second quarter of 2026. Despite a 4% drop in worldwide shipments due to a persistent memory chip shortage, Apple's strategy seems to have resonated well with consumers. This strong performance in typically slower sales months highlights the effectiveness of Apple's pricing strategy, which contrasts sharply with rivals struggling to keep up as they hiked prices to cope with supply chain issues.