Global smartphone shipments fell 20% year over year in the third quarter of 2026, according to Counterpoint Research. Shipments reached their lowest third-quarter level in 14 years.
A persistent memory shortage raised component costs. Manufacturers responded by increasing retail prices and cutting shipments.
Apple Inc.’s shipments also declined year over year, but its market share rose to 22%. It crossed the 20% mark for the first time in a third quarter.
Samsung remained the market leader with a 23% share. Its shipments fell 3%. Xiaomi, OPPO and vivo recorded steeper declines of over 20–30%.