These Were the Biggest Smartphone Makers During Global Market’s 14-Year Low

Global smartphone shipments fell sharply in the third quarter of 2026, with the market posting its weakest Q3 performance in 14 years.

According to Counterpoint Research, shipments between July and September dropped 20% year over year compared with Q3 2025.

Samsung and Apple were the only major brands to increase their market share during the quarter.

Samsung Leads With 23% Market Share

Samsung remained the world’s largest smartphone brand in Q3 2026 with a 23% market share, up from 19% in the same quarter last year.

Counterpoint attributed Samsung’s stronger performance to robust early demand for the Galaxy Z Fold8, Galaxy Z Fold8 Ultra and Galaxy Z Flip8.

Among the three, the Galaxy Z Fold8 reportedly performed the best.

Apple Reaches Record Q3 Share

Apple followed closely with a 22% market share, up from 18% in Q3 2025.

This was the first time Apple’s share crossed 20% in any third quarter.

Counterpoint said demand for premium smartphones remained relatively strong despite the broader decline in shipments.

Xiaomi, Oppo and Vivo Lose Share

Other major smartphone brands lost ground during the quarter.

Xiaomi’s share fell from 14% to 10%, while Oppo declined from 12% to 9%.

Vivo also slipped slightly, falling from 9% to 8%.

Memory Costs Pressure

Counterpoint linked the weak quarter to continued memory shortages and rising memory prices.

The problem is not simply limited supply, but the high cost of components such as DRAM and storage.

This is pushing smartphone prices higher, especially in the affordable segment.

Counterpoint said global retail smartphone prices have risen by 20% so far this year.

Cheaper Phones Hit Hardest

Premium smartphone demand has remained more resilient, while lower-cost devices are being squeezed by rising component costs.

As memory becomes more expensive, manufacturers have less room to keep budget phone prices low without hurting margins.

This is pushing companies to cut production and put more focus on higher-priced models.

Outlook Remains Difficult

Counterpoint expects conditions to remain challenging for the rest of 2026.

Smartphone makers are increasingly prioritizing profitability over shipment volumes.

The firm expects production cuts, smaller product portfolios and a stronger focus on premium devices to continue.

For now, Samsung and Apple appear to be benefiting the most from that shift, while brands with a bigger presence in lower-priced segments are losing market share.