Global Smartphone Shipments Hit Lowest Level Since 2012

Global smartphone shipments plummeted in the third quarter of 2026, marking the worst third-quarter performance in 14 years. Counterpoint Research reported a 20 percent year-on-year decline, while International Data Corporation estimated the drop at 22 percent, calling it the worst quarterly decline on record.

The crash stems from a severe shortage of DRAM and NAND memory chips, as manufacturing capacity shifted toward artificial intelligence infrastructure and data centers. This supply crisis inflated production costs, forcing manufacturers to raise retail prices and eliminate budget-friendly models to protect profit margins. Consequently, consumers have delayed upgrades or turned to refurbished devices.

Samsung Electronics maintained the top global position with a 23 percent market share, despite a 3 percent shipment drop. Apple reached a record third-quarter market share of 22 percent, though its absolute shipment volumes declined, partly due to the absence of a base iPhone 18 model. Chinese manufacturers suffered more severe losses; Xiaomi shipments fell by over 30 percent, reducing its market share to 10 percent, while Oppo and vivo both saw declines exceeding 20 percent.

Counterpoint Research predicts full-year shipments could drop 14 percent to approximately 1.08 billion units. Recovery is expected only after component costs stabilize and supply conditions improve.