Global smartphone shipments plunge 20% during Q3 2026

In the third quarter, global smartphone shipments experienced their worst performance in 14 years, according to preliminary estimates from Counterpoint Research. The decline reached its lowest point since 2012, with a 20% decrease year-over-year. The primary factors behind this downturn were soaring memory chip costs and supply shortages, which led to soaring production costs and prompted manufacturers to raise retail prices and prioritize profitability over volumes.

Shilpi Jain, a senior analyst at Counterpoint Research, noted that consumers are now holding onto their devices for longer than anticipated. This shift has led to an increased interest in refurbished devices and a preference for higher-value devices. Samsung maintained its dominant position in the market, securing a 23% market share.

This success was attributed to the strong demand for its Galaxy Z Fold8 series and stable component supplies for its mid-range devices. Samsung's shipments increased by 3% compared to the previous year.

Apple's market share reached 22% for the first time in a third quarter, surpassing the 20% threshold. This rise in market share was primarily due to the launch of new devices, despite a year-on-year decline in shipments. However, the absence of a base iPhone 18 model resulted in a smaller launch-month channel fill compared to the full iPhone 17 line-up a year earlier. Other major players, such as OPPO and vivo, also experienced significant declines in shipments, with both companies recording a decrease of more than 20%.

Xiaomi saw an even more pronounced decline, with its market share dropping by more than 30%. The company attributed this decline to its strategic decision to cut exposure to lower-priced devices and some overseas markets to protect its margins.