Global smartphone shipments fell 20% year over year in the third quarter of 2026, producing the weakest July-to-September result in 14 years, according to Counterpoint Research. Samsung and Apple were the only top-five brands to gain share during the downturn, reaching 23% and 22%, respectively.
| Brand | Q3 2026 market share | Q3 2025 market share |
|---|---|---|
| Samsung | 23% | 19% |
| Apple | 22% | 18% |
| Xiaomi | 10% | 14% |
| OPPO | 9% | 12% |
| vivo | 8% | 9% |
Apple crossed the 20% threshold in a third quarter for the first time. Xiaomi, OPPO and vivo all lost share, leaving Samsung and Apple as the only companies in the top five to improve their positions.
Counterpoint links the broader contraction to ongoing memory-availability problems that have raised component costs. Global smartphone prices have increased by 20% since the start of the year, putting the greatest pressure on the affordable segment, while demand for premium handsets has held up better.
Samsung's share gains were attributed in part to strong early demand for its latest foldable lineup, with the Galaxy Z Fold8 drawing the most interest.
- Galaxy Z Fold8 — cited as generating the strongest initial demand.
- Galaxy Z Fold8 Ultra — part of Samsung’s foldable launch lineup.
- Galaxy Z Flip8 — part of Samsung’s foldable launch lineup.
For the remainder of 2026, manufacturers are expected to cut production volumes, streamline their portfolios and place greater emphasis on higher-priced devices as profitability takes priority over shipment growth.
