● While global smartphone sales increased by 3.8% WoW, it fell by 13.6% YoY for the W25 (June 14-20, 2026). The weekly increased was driven by sales push of the China's 618 campaign on June 17–18 before activity tapered off. Also in US, promotions ahead of Father's Day on June 21 helped the WoW increase.

● Apple recorded the highest YoY growth rate among all brands, increasing by 3.9% WoW and 9.1% YoY. This is attributed to increased sales of the iPhone 17 series driven by Pormotions in US.

● Samsung saw almost no change, increasing by 0.2% WoW, but decreasing by 15.6% YoY. This is due to low market share in China (minimal impact from the 618 festival) and sluggish sales during the gap between the launch cyles of Galaxy flagship models.

● Huawei stood out by a wide margin, surging 10.3% from the previous week and 24.8% YoY. As the 618 promotions further accelerated Huawei's resurgence in the domestic market, Huawei was the only Chinese brand to demonstrate a strong upward trend YoY.

● Xiaomi rose 5.7% WoW due to the impact of the 618 promotions, but recorded the weskest performance among major brands, falling 22.8% YoY.

● OPPO recorded the second-largest weekly increase following Huawei, rising 7.4% from the previous week. However, it fell 19.3% YoY, continuing its slump following last week's 27% YoY decline.

● vivo rose 3.2% WoW but fell 17.5% YoY, showing a minimal response to the 618 promotions compared to its domestic competitors.

● Looking ahead to W26, Amazon Prime Day is expected to ac as a catalyst to boost demand in US and Europe, and is highly likely to be particularly favorable for Apple iPhones. Meanwhile, the ongoing shortage of DRAM and NAND suppliese is increaseing pressure on component costs for enbry-level and mid-tier products.