Global smartphone shipments hit 12-year low

Global smartphone shipments experienced a significant decline of 20% in the third quarter of 2026 compared to the same period last year, reaching the lowest level since 2012. This decline is attributed to rising memory chip costs and supply shortages, which forced companies to raise prices and cut shipments, while consumers showed increased interest in higher-value phones and kept their devices for longer periods. Samsung maintained its market position with a 23% share, despite a 3% decrease in shipments. Meanwhile, Apple surpassed a 22% market share for the first time, despite a drop in shipments from last year due to the absence of a key iPhone 18 model. Shipments for some companies like Oppo and Vivo declined by over 20%, while Xiaomi's shipments plummeted by more than 30%, leading to a reduced focus on low-cost devices and foreign markets. Challenges are expected to continue throughout the rest of 2026.

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