Global smartphone shipments fell 20% year over year in Q3 2026, marking the lowest third-quarter total in 14 years. According to Counterpoint Research (CR), continued memory shortages and rising prices have put pressure on the market.
Samsung and Apple were the only major smartphone brands to increase their market shares during the quarter. Both companies gained ground as higher memory costs made affordable smartphones harder to sell.
Samsung led the market with a 23% share, up from 19% in Q3 2025. Apple followed closely with 22%, compared to 18% a year earlier. Meanwhile, Xiaomi held 10% of the market, down from 14%. Oppo’s share fell from 12% to 9%, while Vivo declined from 9% to 8%.
Counterpoint Research linked the market downturn to ongoing memory shortages. However, rising memory prices also appear to be a major factor, as manufacturers face higher costs for key components. Samsung’s performance was reportedly supported by strong early demand for its Galaxy Z Fold8, Fold8 Ultra, and Flip8. The Galaxy Z Fold8 was apparently the strongest performer among the three devices.
Apple also reached a new milestone during the quarter. Its market share crossed 20% for the first time in any third quarter, showing that demand for premium smartphones remains strong. However, the affordable smartphone segment is facing greater pressure. Rising memory costs have pushed retail prices higher, making budget devices less accessible to consumers.
Counterpoint Research reported that global retail smartphone prices have increased by 20% so far in 2026. The firm expects market conditions to remain challenging for the rest of the year. Smartphone makers are also shifting their focus from shipment growth to profitability. As a result, production cuts, smaller product lineups, and a stronger focus on premium devices are expected to continue.
