Samsung, Apple Gain Share as Smartphone Shipments Drop 20%

Counterpoint Research reported global smartphone shipments fell 20% year on year in Q3 2026 (July to September), and Samsung and Apple were the only vendors to grow market share.

Samsung led with 23% market share, up from 19% in Q3 2025. Apple was second with 22%, up from 18%.

Xiaomi held 10% (down from 14%), Oppo 9% (down from 12%), and vivo 8% (down from 9%).

Counterpoint said Q3 2026 recorded the lowest third-quarter shipments in 14 years.

Counterpoint attributed the decline to "continued memory shortages." The report said higher memory costs have pushed up retail prices and squeezed the affordable segment.

Global retail smartphone prices have risen 20% so far this year, Counterpoint said.

Counterpoint credited Samsung's gains to "robust early demand" for the Galaxy Z Fold8, Fold8 Ultra and Flip8, with the Fold8 leading the group.

Apple's share exceeded 20% in a Q3 for the first time in the company's history, Counterpoint said.

Counterpoint said premium device demand remained resilient while the affordable end of the market is being squeezed by rising memory costs.

The firm said the outlook "remains challenging," and that makers are increasingly prioritizing profitability over shipment volumes; production cuts, smaller portfolios and a greater focus on premium devices are expected to continue.