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Singapore, Oktober 13, 2026 – Global smartphone shipments plunged in the third quarter of 2026, marking the weakest performance for the industry in 14 years.
According to market trackers, shipments fell by 20 percent year on year as soaring memory chip prices and supply shortages reshaped the competitive landscape.
The downturn was driven largely by a surge in demand for memory chips from artificial intelligence infrastructure projects, which pushed component costs higher and squeezed smartphone makers.
As a result, consumers are holding onto devices longer, increasingly turning to refurbished models, and showing stronger preference for premium devices over budget options.
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Samsung retained its position as the world’s largest smartphone maker, capturing 23 percent of global market share.
Despite a 3 percent decline in shipments compared to last year, the company benefited from strong demand for its Galaxy Z Fold8 and other premium models.
Apple followed closely, crossing the 20 percent market share threshold in a third quarter for the first time.
However, its shipments also declined, partly due to a smaller launch month fill for the iPhone 18 lineup, which lacked a base model this year.
Chinese manufacturers faced sharper declines.
Xiaomi’s shipments fell more than 30 percent, reducing its global share to 10 percent.
The company has been cutting exposure to low priced devices and overseas markets to protect margins.
OPPO and vivo also struggled, with shipments dropping more than 20 percent amid component shortages and weaker demand in price sensitive segments.
Industry analysts note that manufacturers are tightening portfolios and focusing on higher margin premium devices to weather the downturn.
Production cuts are expected to continue through the remainder of 2026, with companies prioritizing profitability over volume.
The implications are significant for emerging markets, where affordability remains critical.
Rising device prices and limited component availability could slow adoption rates, pushing more consumers toward refurbished devices.
Meanwhile, Apple’s ability to expand market share despite shipment declines underscores its resilience, while Samsung’s diversified portfolio continues to provide stability.
The broader picture highlights the fragility of global supply chains.
With AI driven demand crowding out smartphone makers, the industry faces systemic risks that could reshape competitive dynamics well into 2027.
