Global smartphone shipments fell 20% year-on-year to 254.7 million units in the third quarter of 2026, according to a report published by Omdia. Rising device costs and component constraints weighed heavily on consumer demand, pushing third-quarter volume down to its lowest level since 2013.
Global Shipments Hit Low Amid Rising Prices
Distributors and retailers remained cautious about holiday inventory. Higher device costs increased working capital requirements, limiting stocking volumes across major markets. Omdia reported that Samsung retained its position as the world’s largest vendor by shipping 57.8 million units, down 5% year-on-year, giving it a 23% market share compared to 19% in the third quarter of 2025 when it shipped 60.6 million units. Apple shipped 56.5 million iPhones, representing a 22% market share that remained flat compared to the 18% share and 56.5 million units recorded in the previous year. Meanwhile, Xiaomi shipped 30.7 million units—securing a 12% market share—marking a 29% decline from 43.4 million units and a 14% share a year earlier. OPPO shipped 23.4 million units (9% market share, down from 38.4 million units and a 12% share), vivo shipped 19.3 million units (8% share, down from 28.5 million units and a 9% share), and other vendors combined shipped 67.0 million units (26% share, down from 92.5 million units and a 29% share). OPPO’s figures include OnePlus and realme.
Emerging Markets Bear the Sharpest Contraction
Affordability pressures hit emerging regions the hardest. Sanyam Chaurasia, Principal Analyst at Omdia, noted that Africa recorded the steepest contraction at 39% year-on-year.
Vendor Strategies Diverge in China
Market dynamics varied across regions, with smartphone shipments in China falling significantly during the same period. Counterpoint Research data showed China’s shipments hitting a 14-year low with a 10% year-on-year decline. The strong launch of the iPhone 18 Pro series drove early momentum, aided by the delayed release of the base iPhone 18.
Global Smartphone Shipments Expected to Decline by 12%
Amber Liu, Practice Leader at Omdia, stated that global smartphone shipments are expected to decline by 12% overall for 2026. Further price increases and limited promotional discounts will likely dampen holiday demand. Rising costs are projected to keep pressure on independent retailers with slower inventory turnover.
Which Companies Shipped the Most Smartphones?
Which company shipped the most smartphones in the third quarter of 2026?
Samsung maintained its global market leadership by shipping 57.8 million units, according to Omdia data.
How did Apple perform in the third quarter despite the market downturn?
Apple shipped 56.5 million units, remaining flat year-on-year while gaining ground in regions like China and North America.
What caused the sharp decline in global smartphone shipments?
Rising component costs, inflation, and currency depreciation pushed up smartphone prices, causing consumers in emerging markets to delay upgrades or buy refurbished devices.
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