Global smartphone shipments fell 20% year on year in Q3 2026, according to Omdia, as rising memory and storage costs forced manufacturers to reduce shipments of lower-margin devices.
Samsung retained the top spot with a 23% market share, followed by Apple at 22%. Xiaomi ranked third with 12%, OPPO fourth with 9% and vivo fifth with 8%. Samsung and Apple together accounted for 45% of global shipments, strengthening their positions amid the market downturn.
Looking ahead, rising component costs are expected to keep pressure on the market in Q4. Manufacturers are increasingly focusing on premium devices, higher selling prices and better profitability, while promotions and new flagship launches may not be enough to reverse the decline.
Source: Omdia
