MobileNov 2, 2026, 7:55 PM UTC·1 min read

Smartphone Shipments Hit Decade Low in Q3 as Samsung, Apple Hold

Global smartphone shipments fell 20% year on year to 254.7 million units in Q3 2026, the weakest third quarter since 2013, according to Omdia.

Rows of smartphones from Samsung, Apple and Chinese brands displayed in a retail store. — Image: عالم التقنية

SUMO

Dialo

ediviewer

The global smartphone market posted its worst third quarter in more than a decade. Shipments dropped 20% year on year to 254.7 million units in Q3 2026, the lowest level for the period since 2013, according to a new Omdia report.

Every major vendor felt the demand slump, but Samsung and Apple weathered it far better than the large Chinese brands.

Samsung and Apple limit the damage

Samsung kept the top spot with 57.8 million units, down only 5% from a year earlier. Its budget and mid-range Galaxy A phones supported its share, as did the Galaxy Z8 foldable series launched in September, helped by trade-in and upgrade programs.

Apple stayed second with 56.5 million units, essentially flat on last year. Continued demand for the iPhone 17 drove the result, and distribution channels stocked devices early in anticipation of price increases. Strong demand in China and North America offset weaker sales in emerging markets.

Chinese brands take the sharpest hit

Xiaomi ranked third with 30.7 million units, a 29% decline, with steep drops in China and India. Oppo, including Realme and OnePlus, fell 39% to 23.4 million units, while Vivo declined 33% to 19.3 million.

Analysts pointed to rising prices as a major factor, particularly in emerging markets that until recently were the main engine of smartphone growth. Suppliers also became more cautious about buying inventory, which added to the drop in sales.

The figures show how heavily the market now leans on premium demand and on the markets where Samsung and Apple are strongest, while price-sensitive regions are pulling back.