A new report from Counterpoint Research has arrived, and it does not have good news for the smartphone market. The global smartphone market has declined 20% YoY in Q3, and thus reached its lowest Q3 level in 14 years.
Needless to say, the main reason for this is continued memory shortages (both DRAM and NAND). AI companies have managed to disrupt the whole industry by buying every available piece of memory, thus increasing prices beyond belief and causing shortages.
Global smartphone sales have reached their lowest Q3 2026 level in 14 years
A senior analyst at Counterpoint said: “Q3 was the second successive quarter to take the full brunt of the memory crisis. The extreme memory shortage is pushing the smartphone market into a more selective phase, reshaping OEM strategies and even consumer behavior. Consumers are holding on to their devices longer than estimated, increasingly considering refurbished devices and prioritizing higher-value devices, while OEMs are adjusting portfolios, pricing, and market strategies to protect profitability.”
Counterpoint Research also released a list of the top 5 smartphone OEMs in Q3 2026. Samsung is leading the pack with 23%, which is a 4% increase compared to the same period last year.
Apple is a close second with 22%, and that company also grew 4% compared to a year ago. Xiaomi is third-placed with 10%, as the company declined by 4% compared to a year ago.
Every top 5 company except Samsung & Apple has declined
The fourth company is OPPO with 9% of the market, and that’s also a decline compared to a year ago, a decline of 3%. Vivo is closing out the list with an 8% market share, a 1% decline compared to Q3 2025.
The source noted that the Galaxy Z Fold 8 series saw robust initial demand, while the Galaxy A series also did well for the company in this quarter.
Counterpoint Research noted that the outlook for the remainder of 2026 “remains challenging.” OEMs will be prioritizing profitability over shipment volumes. We can also expect to see production cuts, tighter portfolios, and a greater focus on premium devices.
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