Smartphone sales decline: Shipments fall 20% to their lowest since 2012

The Samsung-versus-Apple smartphone rivalry tightened in the third quarter of 2026, even as global shipments fell 20% to their lowest level since 2012 . Apple reached a record third-quarter share of 22%, close to Samsung’s 23%, but both manufacturers shipped fewer phones than a year earlier. Key takeaways Memory shortages drove up smartphone costs and selling prices. Apple recorded its strongest third-quarter market share. Xiaomi suffered the biggest shipment decline among the top five brands. Counterpoint Research expects recovery only after memory supply and costs normalize.

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