The global smartphone market continued its downward trend, with device shipments falling by 20% year-on-year to 254.7 million units in the third quarter of 2026. According to Omdia, this figure represents the lowest Q3 performance since 2013.
Rising device prices, driven by increasing component costs, are considered a primary factor behind this decline. Amid a challenging economic climate, consumers are becoming more cautious with their spending, while distributors are reducing inventory levels to avoid an accumulation of unsold stock.
Although it remains the world’s largest smartphone manufacturer, Samsung has not been immune to market pressures. The company recorded 57.8 million in shipments—a 5% decrease compared to the same period last year. The Galaxy A series helped Samsung maintain its position in the mid-range segment, while the Galaxy Z Fold8 series continued to strengthen its presence in the premium market.
Apple, meanwhile, delivered a more stable performance, shipping 56.5 million iPhones—a figure virtually unchanged from the previous year. This performance was bolstered by sustained high demand in China and North America, as well as increased stock orders from sales channels in anticipation of future price hikes.
Other Android manufacturers, however, faced greater challenges. Xiaomi, for instance, saw a 29% decline, with shipments falling to 30.7 million units. Rising component costs forced the company to increase device prices in several markets, which in turn negatively impacted sales. While models such as the Redmi A7 Pro and Redmi 17 provided some support to shipment figures, they were insufficient to offset the overall decline. Oppo (including Realme and OnePlus) recorded shipments of 23.4 million units, a 39% decline compared to the previous year. Vivo also saw a 33% drop, with shipments falling to 19.3 million units. Both manufacturers raised the prices of their products due to rising component costs, which further pressured sales.
This trend indicates that consumers are now choosing to use their devices for longer periods before purchasing new models. Omdia anticipates that global phone shipments will decline by 12% this year, with a continued downward trend expected through 2027. Shortages in memory supply and rising component costs are likely to remain a source of pressure for manufacturers in the near term.
