Global smartphone shipments fell 20% in Q3 2026

Global smartphone shipments fell 20% year over year in the third quarter of 2026, reaching their lowest Q3 level since 2012, according to preliminary data from Counterpoint Research. Samsung held the largest share of shipments at 23%, while Apple accounted for 22%, its highest share for a third quarter, the research firm said. Apple’s share rose from 18% in Q3 2025, even as its shipment volume declined. Counterpoint attributed the drop partly to the absence of a base iPhone 18, which it said resulted in a smaller launch-month channel fill than the full iPhone 17 lineup had a year earlier. The firm said the iPhone 18 Pro models launched more strongly in China and India, while continued momentum from the iPhone 17 series helped offset the decline. The broader downturn was associated with memory constraints and higher component costs, according to Counterpoint. The firm said these pressures were affecting device availability and affordability. It expects a meaningful recovery in shipment volumes only after component costs fall and supply conditions improve. Samsung remained the top-ranked company by shipment share, at 23%.