Global smartphone shipments fall 20% in third quarter of 2026, Omdia says

• Global smartphone shipments fell 20% year over year in Q3 2026, reaching their lowest third-quarter level since 2013.
• The decline accelerated from 6% in the previous quarter as memory and storage cost pressures prompted vendors to cut low-margin device shipments.
• Samsung and Apple captured 45% of global shipments, up approximately 8 percentage points from a year earlier.
• Samsung led with 23% market share; Apple held 22%, followed by Xiaomi at 12%.
• Vendors prioritized average selling price growth and portfolio optimization to protect profitability, with entry-level devices particularly exposed to rising costs.

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