Business · Companies · 3 hrs ago
Apple and Samsung gain share as smartphone shipments fall to 13-year low
Worldwide smartphone shipments fell 20% year over year in the third quarter of 2026, reaching their lowest quarterly level since the third quarter of 2012.
A continuing shortage of memory chips was cited as a cause of the decline.
Samsung had the largest share of shipments, at 23%, followed by Apple at 22%.
Apple and Samsung both increased their shares even as fewer phones were shipped overall.
Xiaomi, Oppo and Vivo had smaller shares than a year earlier.
Apple’s newer iPhone Pro models had stronger launches in China and India, though they cost more than their predecessors.
Apple’s foldable iPhone, called the iPhone Duo, was not expected to reach consumers before October 23, 2026, so its effect on Apple’s market position was not yet clear.
Global smartphone shipments fell to their lowest quarterly level since Q3 2012, according to Counterpoint Research.
Apple accounted for 22% of global shipments in Q3 2026, while Samsung led with 23%.
Both companies increased their market share despite an industry-wide RAM shortage.
Xiaomi’s share fell to 10%, while Oppo and Vivo had 9% and 8%, respectively.
Apple’s foldable iPhone was not expected to reach consumers before October 23, 2026.
- Who
- Apple and Samsung gained market share; Samsung had the largest share.
- What
- Global smartphone shipments fell to their lowest quarterly level since Q3 2012.
- When
- Q3 2026.
- Where
- Worldwide.
- Why
- The article reports an ongoing industry-wide RAM shortage as a factor in the decline.
This story does not have two clearly opposing sides.
Global smartphone shipments fell to their lowest quarterly level since Q3 2012, while Apple and Samsung increased their shares.
AppleInsider reported Counterpoint Research’s Q3 smartphone market figures.
The article said Apple’s foldable iPhone would not reach consumers before this date.
- Global shipment level
- Lowest quarterly level since Q3 2012
- Apple share
- 22% in Q3 2026
- Samsung share
- 23% in Q3 2026
- Xiaomi share
- 10%, down from 14% in Q3 2025
- Oppo and Vivo shares
- 9% and 8%, respectively, in Q3 2026
Sources
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