Global smartphone shipments plunge 20% during Q3 2026

The increasing costs of memory chips pushed the global smartphone shipments down by 20% year-over-year (YoY) in Q3 2026, lowest since 2012, noted Counterpoint Research, which led to an inflated BOM (bill of materials) costs and deepened supply shortages, disrupting OEM shipments, significantly.

The research firm said that OEMs passed on higher component costs to consumers, pushing global smartphone retail prices up by 20% so far in 2026, further increasing market average selling price (ASPs).

During the phase, Samsung retained its top spot despite shipments declining 3% YoY but its market share increased to 23%.

Apple’s market share crossed 20% for the first time in any Q3, reaching 22%, despite a YoY decline in shipments. The volume decline was largely driven by the absence of a base iPhone 18.

Xiaomi’s shipment declined more than 30% YoY in Q3 2026, with its market share fell to 10%.

Oppo and Vivo shipments declined more than 20% YoY, with their market share falling to 9% and 8%, respectively. Both brands raised prices across their entry and mid-range portfolios in response to higher memory costs.

Oppo consolidated its portfolio and operations across Oppo, Realme, and OnePlus to reduce overlap and improve cost efficiency, the note said.

Vivo is focused upon India and China markets, strengthening its Y series to capture value-conscious consumers while expanding its premium X, V and S series. However, price hikes pushed budget models out of key price bands, while stock shortages further constrained shipments.

Production cuts, tighter portfolios, and greater focus on premium devices are likely to continue this year. “A meaningful recovery in overall volumes is unlikely until component costs and supply conditions improve.”