Global smartphone shipments record worst third quarter in 14 years amid memory shortage
QQQ•Global smartphone shipments fell 20% year on year to their lowest third-quarter level since 2012, Counterpoint Research said, as memory shortages and higher costs pressured manufacturers. Samsung held 23% share, while Apple reached 22% for the first time in a third quarter; Counterpoint said the rest of 2026 remains challenging.
1. Shipments hit a 14-year low
Global smartphone shipments fell 20% year on year to their lowest third-quarter level since 2012, preliminary estimates from Counterpoint Research showed. Higher memory costs and supply shortages pressured manufacturers, prompting some to raise prices, cut shipments and prioritize profitability over volumes. Counterpoint analyst Shilpi Jain said consumers are keeping devices longer, considering refurbished phones and prioritizing higher-value devices.
2. Samsung leads, Apple gains share
Samsung retained the top spot with 23% market share, despite a 3% shipment decline. Apple’s share reached 22%, crossing 20% for the first time in a third quarter, despite lower shipments; Counterpoint said the absence of a base iPhone 18 model resulted in a smaller launch-month channel fill than the full iPhone 17 lineup a year earlier. OPPO and vivo shipments declined more than 20%, while Xiaomi shipments fell more than 30%, reducing its share to 10%. Counterpoint said the outlook for the remainder of 2026 remains challenging, with production cuts, tighter portfolios and a greater focus on premium devices likely to continue.
