The latest report from Counterpoint Research sheds light on a challenging third quarter for the global smartphone industry, highlighting a significant 20% decline in shipments compared to the same period last year. Despite this downturn, tech giants Samsung and Apple emerged as standout performers, managing to increase their market shares amidst difficult conditions.
Samsung solidified its position at the forefront of the market with a 23% share, an increase from 19% in Q3 of the previous year. Apple wasn't far behind, capturing a 22% share, up from 18% in Q3 2025. Meanwhile, competitors Xiaomi, Oppo, and vivo saw declines, holding 10% (down from 14%), 9% (down from 12%), and 8% (down from 9%) respectively.
Counterpoint Research notes that Q3 2026 recorded the lowest smartphone shipment figures in 14 years for that quarter, largely attributed to "continued memory shortages." However, it's essential to clarify that it's more about the lack of reasonably priced memory rather than an outright shortage.
Samsung's positive performance can be linked to strong initial demand for models such as the Galaxy Z Fold8, Fold8 Ultra, and Flip8, with the Fold8 being particularly popular. In contrast, Apple's reach surpassing the 20% mark for the first time in any Q3 is noteworthy, supported by steady demand for premium devices, even as affordable options are becoming less accessible due to rising prices driven by memory costs.
According to Counterpoint, global retail smartphone prices have surged by 20% this year. The firm projects that the remainder of the year looks "challenging," as manufacturers are increasingly focusing on profitability rather than sheer shipment volumes. This trend is expected to manifest through production cuts, streamlined product lineups, and an enhanced emphasis on premium devices.
