Institution: Global Smartphone Shipments Fell 20% YoY in 3Q26, with Increasingly Polarized Brand Competition

According to preliminary estimates by Omdia, global smartphone shipments in the third quarter of 2026 fell 20% year-on-year, a sharp widening from the 6% decline in the previous quarter. Persistent memory and storage cost pressure limited pricing flexibility, forcing manufacturers to reduce shipments of low-margin devices. In terms of brand market share, Samsung maintained its leading position with a 23% market share; Apple ranked second with 22%; Xiaomi remained third with 12%; OPPO (including realme and OnePlus) and vivo held market shares of 9% and 8%, respectively. Unlike other brands, whose market shares declined year-on-year, both Samsung and Apple increased their market shares in 3Q2026, together accounting for 45% of global smartphone shipments, up about 8 percentage points from the same period last year.