Smartphone market falls 20%, lowest since 2012; Samsung and Apple dominate top 5
According to Counterpoint Research's latest report, global smartphone shipments dropped sharply in Q3 2026, the lowest third-quarter level in 14 years.
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| File photo: Z Fold8 Series and iPhone 18 Pro Series |
Global smartphone shipments dropped sharply in Q3 2026
The market suffered a 20% year-on-year drop driven by persistent memory shortages that pushed up component costs and retail prices, widening the gap between premium and budget devices.
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| Photo from Counterpoint Research |
The report noted that consumers responded by holding onto their phones longer, exploring refurbished options, and focusing on higher-value models.
Samsung maintained its lead with a 23 percent share, buoyed by strong demand for the Galaxy Z Fold8 and steady supply of its A Series.
Apple followed closely with a record 22 percent share, thanks to the iPhone 18 Pro's strong performance in China and India, despite the absence of a base iPhone 18.
The Chinese global giants suffered declines. Xiaomi slipped to 12 percent as it reduced exposure to low-margin segments but gained traction in premium categories with the Xiaomi 18 Series and foldables. OPPO and vivo both saw shipments fall more than 20 percent year-on-year, with shares at 9 and 8 percent respectively, pressured by rising prices and supply constraints.
Smartphone makers are prioritizing profitability over shipment volumes, focusing on premium devices rather than chasing unit growth looking ahead.
Global Smartphone Sell-in Shipment Share Top 5 Brands (Preliminary Data)
- Samsung - 23% market share
- Apple - 22% market share
- Xiaomi - 12% market share
- OPPO - 9% market share
- vivo - 8% market share
- Others - 27% market share
Unfortunately, the report indicates that overall shipments are unlikely to recover until component costs ease and supply conditions improve.
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Source: Counterpoint Research
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