Global smartphone shipments record worst third quarter in 14 years amid memory shortage
Counterpoint Research said memory chip shortages and higher prices pushed manufacturers to raise phone prices 20% and cut shipments.
- On Monday, Counterpoint Research reported global smartphone shipments fell 20% year-over-year in the third quarter of 2026, marking the lowest level since 2012 as supply shortages and rising memory chip costs pressured manufacturers.
- Rising memory chip costs drove up production expenses, prompting OEMs to increase retail prices by 20% while prioritizing profitability over shipment volumes to protect margins.
- Despite a 3% shipment decline, Samsung retained its top market position with a 23% share, while Apple reached a 22% share, crossing the 20% threshold for the first time in any third quarter.
- Xiaomi shipments declined more than 30%, while Oppo and Vivo both dropped over 20%, as Counterpoint analyst Shilpi Jain noted consumers are "increasingly considering refurbished devices and prioritizing higher-value devices."
- The volume decline stems partly from the absence of a base Apple model, while Oppo consolidated its portfolio across Realme and OnePlus to improve cost efficiency amid supply constraints.
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Global smartphone shipments hit 14-year low as memory chip shortage drives up phone prices
Global smartphone shipments fell 20% year-on-year in Q3 2026 as a memory chip shortage disrupted supply. The shortage raised phone prices, squeezed budget segments and kept the outlook challenging for buyers.
Counterpoint Research reported a 20 percent drop in global smartphone shipments in the third quarter of 2026.
Counterpoint attributes the significant drop in sales to memory shortages, which has boosted mobile phones. Samsung has maintained leadership, Apple has increased its quota by 20%, while Xiaomi has lost more than 30% of sales volume.
Global shipment of smartphones hits ‘new low’ amid supply shortages
According to the authors of the report, the market decline was close to their expectations, as relentless increases in resource prices intensified. Read more: Global shipment of smartphones hits ‘new low’ amid supply shortages
With smartphone sales plummeting to a 14-year low due to RAMageddon, when is the right time to buy a new phone? Here's the explanation.
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