Global Smartphone Shipments Fall 20% in Q3 as Memory Shortage Lifts Prices
Updated
Updated · Reuters · Oct 12
Global Smartphone Shipments Fall 20% in Q3 as Memory Shortage Lifts Prices
3 articles · Updated · Reuters · Oct 12
Summary
Global smartphone shipments dropped 20% year on year in Q3 2026, the weakest third quarter since 2012, according to preliminary Counterpoint estimates.
Soaring memory chip costs and supply shortages—driven by AI infrastructure projects absorbing supply—raised production costs, pushed up handset prices and led brands to cut volumes.
Samsung held the top spot with 23% market share despite a 3% shipment decline, while Apple reached 22% share, topping 20% for the first time in a third quarter even as its shipments fell.
Xiaomi's shipments fell more than 30%, cutting its share to 10%, while OPPO and vivo each posted declines of more than 20% as vendors pulled back from lower-priced segments.
Counterpoint said the rest of 2026 still looks difficult, with production cuts, tighter portfolios and a stronger premium-device focus likely to keep pressure on price-sensitive demand.