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 by 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.
51 Articles
51 Articles
Rising memory prices driven by investments in AI data centers have led to a decline in smartphone production. Shipments have hit a 14-year low, and manufacturers are facing a brake on technological advancement due to deteriorating profitability and the difficulty of securing high-capacity memory for on-device AI.
It is the lowest level in a third quarter since 2012
Galaxy Z Fold 8 popularity saves Samsung from shipment slump
TL;DR Samsung’s market share hit a high of 23% in Q3 2026, according to a new report. While shipments declined 3% YoY, strong demand for the Galaxy Z Fold 8 softened the blow. Apple’s market share grew, but remains just below Samsung’s. The memory shortage continues to hit hard for smartphone manufacturers, but Samsung managed to not just retain its top spot but pull farther ahead of its Android competition. It’s thanks, in part, to the popular…
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