Global Smartphone Shipments in Q3 2026 Down 20%

The main factor in the decline, analysts called the rise in the cost of DRAM and NAND memory, as well as other components. The increase in the cost of materials and the shortage of supplies led to disruptions in the shipment schedules of manufacturers. According to Counterpoint Research, manufacturers have passed on the increased costs to buyers: retail prices for smartphones in the world have risen by 20% since the beginning of 2026.

Samsung retained its leadership in the global market. Its shipments decreased by 3% in annual terms, but the market share increased to 23%. Apple took second place with a share of 22%, which was a record figure for the company in the third quarter. The gap between the two leaders narrowed to one percentage point.

Xiaomi's shipments for the quarter fell by more than 30%, and its share decreased to 10%. Oppo and Vivo's shipments decreased by more than 20%, occupying 9% and 8% of the market, respectively. According to analysts' estimates, a significant recovery in shipments by the end of 2026 is not expected due to the high cost of components and the decline in purchasing power.