The decline in global smartphone shipments has been an anticipated event, but the sheer scale of the decline keeps getting worse. According to the latest data, the dip in smartphone shipments has been the worst since 2012 due to the ongoing RAM crisis, painting a grim picture of the current market and its future.
Smartphone Shipments See Worst Decline Since 2012
According to data from Counterpoint Research, Q3 2026 saw a 20% year-over-year drop in overall shipments. Speaking on the same, Analyst Shilpi Jain highlighted that the mounting economic pressure is altering consumer habits.
Buyers are holding on to their older phones for much longer and are turning toward the refurbished market. Additionally, they're increasingly investing in premium devices rather than budget alternatives that can hopefully get them through the crisis.
Despite the market struggles, Samsung held its lead, capturing a 23% market share. The tech giant managed to stay on top of shipment losses through a strong focus on premium hardware. It was particularly fueled by the success of its Galaxy Z Fold 8 series and A-series sales in emerging regions.
Apple followed closely, securing 22% of the market, which is also he first time it has crossed the 20% threshold in any third quarter. Although overall iPhone volumes dipped due to the launch of a standard iPhone 18 being delayed, the iPhone 18 Pro models enjoyed a massive reception in markets like India and China.
However, it's worth noting that these numbers could be a temporary victory for both firms. This is because Samsung has ordered suppliers to cut down on smartphone components to protect its profit margins. Apple is also doing the same and has asked suppliers to produce 20-30% fewer components for the iPhone 18 Pro.
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Xiaomi, Oppo and Vivo Trail Samsung and Apple
Companies such as Xiaomi, Oppo (including OnePlus and Realme) and Vivo closely followed with 12%, 9% and 8% market shares, respectively. However, the percentage for Oppo could've been slightly different, considering OnePlus claims to have sold over 70,000 OnePlus 16s in China in a day.
Additionally, the launch of the Vivo X500 series and the Oppo Find X10 series could also affect these numbers by the end of this quarter. The Chinese firms are pivoting to prioritise higher profit margins over sheer volume as the budget segment becomes increasingly difficult to sustain.
With the RAM crisis worsening over time and smartphone prices going up like there's no tomorrow, there's no respite in sight at the moment. Instead, industry analysts at IDC predict a 16.7% overall year-over-year decline by the end of 2026.
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