Global smartphone shipments fell 20% year over year to about 254.7 million units in the third quarter of 2026, according to research firm Omdia. It was the weakest third-quarter shipment total since 2013, with higher handset prices weighing on worldwide demand.
| Vendor | Q3 2026 shipments | Year-over-year change |
|---|---|---|
| Samsung | 57.8 million | -5% |
| Apple | 56.5 million | Unchanged |
| Xiaomi | 30.7 million | -29% |
| OPPO | 23.4 million | -39% |
| vivo | 19.3 million | -33% |
Samsung remained the largest smartphone vendor despite its 5% annual decline. Apple followed closely and was the only company in the top five to keep volumes level with the third quarter of 2025. Among the Chinese vendors, OPPO recorded the steepest drop, while Xiaomi and vivo also posted declines of nearly 30% or more.
Omdia said manufacturers are trying to protect profitability by prioritizing important markets and models with stronger commercial potential. Amid component shortages and rising costs, vendors are adjusting RAM and storage configurations while reducing the number of models in their portfolios.
The firm expects global smartphone shipments to decline 12% across 2026. The downturn could extend into 2027, although Omdia expects the pace of contraction to slow.
