Samsung and Apple gain share as smartphone shipments fall 20%

Global smartphone shipments fell 20% in July to September 2026 compared with the same quarter a year earlier.

The decline left shipments at their lowest third-quarter level in 14 years.

Samsung led the market with 23% share, while Apple followed with 22%; both gained share from a year earlier.

Xiaomi, Oppo and vivo lost market share, with their shares at 10%, 9% and 8%, respectively.

The market squeeze is linked to memory shortages and rising prices, which have pushed global retail smartphone prices up 20% so far this year.

Premium phone demand has held up, while higher prices are putting pressure on more affordable models.

The outlook for the rest of 2026 remains challenging, with makers expected to keep cutting production, narrowing their product ranges and focusing more on premium phones.