Global smartphone shipments experienced a record decline in the third quarter of 2026, falling by 22 percent year-over-year. Total sales reached 255.3 million units, marking the largest quarterly drop in history. Analysts attribute this market instability to the ongoing memory crisis driven by the rapid development of artificial intelligence, which has significantly increased component costs.
Samsung reclaimed the top spot with a 22.6 percent market share, while Apple followed closely with 22.4 percent. Both companies demonstrated resilience, with shipments falling by only 5.8 percent and 4 percent respectively, significantly outperforming the broader market. In contrast, Xiaomi, which holds the third position with a 12 percent share, saw its sales plummet by 29.2 percent.
The remainder of the top five manufacturers also faced substantial declines. Oppo secured a 10 percent market share but experienced a 34.5 percent drop in shipments. Vivo captured 7.5 percent of the market, while its sales volume decreased by 31.5 percent. Industry experts suggest that the market challenges, particularly regarding supply chain constraints, may continue to worsen.
