Global Smartphone Shipments Drop 20 Percent in Third Quarter

Global smartphone shipments fell 20 percent year-on-year in the third quarter, reaching the lowest level for that period since 2012. According to preliminary estimates from Counterpoint Research, the decline resulted from soaring memory chip costs and supply shortages caused by AI infrastructure projects consuming available supplies. These pressures led manufacturers to prioritize profitability over shipment volumes by increasing retail prices.

Samsung maintained the top market position with a 23 percent share, despite a 3 percent decline in shipments. Apple reached a 22 percent market share, marking the first time the company exceeded 20 percent in a third quarter, though it also saw an overall shipment decline linked partly to the absence of a base iPhone 18 model.

Other major manufacturers experienced more severe losses. OPPO and vivo both saw shipments decline by over 20 percent. Xiaomi recorded a drop of more than 30 percent as the company reduced its exposure to certain overseas markets and low-priced devices to protect its margins.