Global Smartphone Shipments Collapse to 2012 Levels
Volumes dropped by 20% in Q3 2026 due to rising memory and component prices
The global smartphone market in Q3 2026 recorded its lowest result for this period since 2012. The reason was the rising cost of production: prices for DRAM and NAND memory, as well as other components, increased, disrupting manufacturers' shipment schedules. Retail prices for devices have risen by 20% since the beginning of the year.
Senior Counterpoint analyst Shilpi Jain noted that the memory shortage is changing consumer behavior: they are using old smartphones longer, opting for refurbished models more often, or switching to more expensive devices. Manufacturers are shifting their focus to the premium segment, where demand remains stable, and reducing offerings in the mass market.
Samsung maintained its leadership with a 23% market share, despite a 3% reduction in shipments. The company increased revenues due to a rise in the average selling price and the success of foldable smartphones, such as the Galaxy Z Fold8. Apple exceeded a 20% market share for the first time in Q3, reaching 22%, although shipment volumes declined due to the absence of a base iPhone 18 model.
Xiaomi faced a shipment decline of over 30%, with its market share shrinking to 10%. The company strengthened its position in the premium segment thanks to the Xiaomi 18 models and its own XRING O3 chipset. Oppo and Vivo also reduced volumes by 20%, focusing on more profitable markets and models.
Analysts do not expect market recovery until the component supply situation improves and their costs decrease. Manufacturers will continue to focus on profitability rather than sales volumes.
