The Samsung-versus-Apple smartphone rivalry tightened in the third quarter of 2026, even as global shipments fell 20% to their lowest level since 2012. Apple reached a record third-quarter share of 22%, close to Samsung’s 23%, but both manufacturers shipped fewer phones than a year earlier.
Key takeaways
- Memory shortages drove up smartphone costs and selling prices.
- Apple recorded its strongest third-quarter market share.
- Xiaomi suffered the biggest shipment decline among the top five brands.
- Counterpoint Research expects recovery only after memory supply and costs normalize.
According to Punto Informatico, citing Counterpoint Research estimates, persistent shortages of DRAM and NAND memory pushed production costs higher. The contraction marked the third consecutive quarter affected by the memory crisis.
Memory shortages push shipments to a 14-year low
The global shipment decline reflects higher component costs and selling prices. Notebookcheck, also citing Counterpoint Research, reported that the average smartphone price increased by 20%, with entry-level and mid-range devices particularly exposed.
Premium demand remained comparatively resilient. Consumers, meanwhile, kept existing phones longer and increasingly considered refurbished products as prices rose.
Samsung versus Apple: smartphone share narrows
Apple’s 22% market share was its highest ever for a third quarter, up from 18% a year earlier. That gain brought it closer to Samsung without reversing Apple’s decline in shipment volume.
Apple did not introduce a base iPhone 18, limiting shipments compared with the previous year’s iPhone 17 launch lineup, which included four models, among them the iPhone Air.
The Pro models had a stronger debut than their predecessors, especially in China and India. Continued momentum from the iPhone 17 series, including Pro and Pro Max models, also softened the volume decline. Apple raised prices too, but the effect was limited to the quarter’s final weeks.
Samsung retains the lead as rivals retreat
Samsung remained the global leader with 23% market share, despite a 3% year-on-year shipment decline. Its Galaxy Z Fold8 launch and stable A-series offering in emerging markets supported that position.
Beyond the Samsung-versus-Apple smartphone contest, Xiaomi recorded the sharpest decline among the top five manufacturers: shipments fell more than 30%, and its share dropped to 10%. Notebookcheck linked its exposure to the large number of lower-priced models in its lineup.
OPPO and Vivo each shipped more than 20% fewer phones, leaving them with market shares of 9% and 8%, respectively.
Longer ownership and refurbished phones reshape demand
Counterpoint Research expects no shipment rebound until memory supply and costs return to normal. Manufacturers are expected to prioritize margins over volumes through the end of 2026, with greater emphasis on premium models.
Shilpi Jain, senior analyst at Counterpoint Research, described a shortage that is changing both manufacturer strategies and buying habits. Consumers are holding onto devices longer, showing more interest in refurbished phones and favoring better value for money.
Jain also highlighted a widening divide: premium demand remained relatively resilient, while lower-end models faced greater pressure from price increases.
Article produced with the assistance of artificial intelligence and reviewed by the editorial team.