The global smartphone market suffered a sharp downturn in the third quarter of 2026, with shipments sliding to their lowest third-quarter level since 2013 as rising device prices dampened consumer demand.
According to new research from Omdia, manufacturers shipped 254.7 million smartphones worldwide during the quarter, a 20 percent decline from the same period last year.
Samsung held on to the top spot with 57.8 million units shipped, although its volume slipped 5 percent year over year. Apple followed closely with 56.5 million iPhones, essentially unchanged from Q3 2025.
Xiaomi ranked third with 30.7 million units, down 29 percent year over year. Oppo placed fourth after shipping 23.4 million units, a 39 percent drop, while vivo rounded out the top five with 19.3 million units, a 33 percent decline compared with the prior-year quarter.
Omdia's report noted that smartphone brands are concentrating on profitable markets and core products amid component shortages. Manufacturers are adjusting RAM and storage configurations and streamlining model lineups to manage rising costs and protect margins.
Looking ahead, Omdia expects global smartphone shipments to fall a further 12 percent for the full year, with the market likely to continue declining in 2027, though at a slower pace.
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