These Were the Biggest Smartphone Makers During Global Market’s 14-Year Low

Global smartphone shipments experienced a significant decline in the third quarter of 2026, marking the weakest Q3 performance in 14 years, according to Counterpoint Research. Samsung and Apple emerged as the sole significant brands to augment their market share during this period. Samsung claimed the top position with a 23% market share, an increase from 19% in the same quarter last year.

Counterpoint credited Samsung's superior performance to the successful initial demand for the Galaxy Z Fold8, Galaxy Z Fold8 Ultra, and Galaxy Z Flip8. Apple closely followed with a record 22% market share, up from 18% in Q3 2025, marking the first time it surpassed the 20% threshold in any third quarter. Meanwhile, Xiaomi, Oppo, and Vivo experienced a decline in their market share during the quarter.

Xiaomi's share decreased from 14% to 10%, while Oppo and Vivo saw a drop from 12% to 9% and 9% to 8%, respectively. Counterpoint Research linked the poor quarter to ongoing memory shortages and escalating memory prices, which are driving up smartphone costs, particularly in the budget segment. With memory becoming increasingly expensive, manufacturers face limited room to maintain low prices for budget phones without compromising margins, prompting some companies to scale back production and concentrate more on pricier models.

Counterpoint anticipates that conditions will continue to be tough for smartphone manufacturers throughout 2026, with producers prioritizing profitability over shipment volumes. The firm expects production cuts, smaller product portfolios, and a stronger emphasis on premium devices to persist. Currently, Samsung and Apple seem to be reaping the benefits of this trend, while brands with a larger presence in lower-priced segments are witnessing a decline in market share.