According to research firm Omdia, global smartphone shipments experienced a significant decline of 20% year-over-year, totaling approximately 254.7 million units in the third quarter of 2026. This marks the lowest shipment figures for Q3 since 2013, attributed to rising handset prices impacting global demand.
Q3 2026 Shipment Breakdown
- Samsung: 57.8 million units (-5%)
- Apple: 56.5 million units (unchanged)
- Xiaomi: 30.7 million units (-29%)
- OPPO: 23.4 million units (-39%)
- vivo: 19.3 million units (-33%)
Despite a 5% annual decline, Samsung retained its position as the largest smartphone vendor. Apple followed closely behind, being the only top-five company to maintain its shipment levels compared to Q3 2025. Among Chinese manufacturers, OPPO experienced the most significant decline, while Xiaomi and vivo also reported drops exceeding 30%.
Omdia noted that manufacturers are focusing on profitability by prioritizing key markets and models with greater commercial viability. In light of component shortages and rising costs, vendors are adjusting RAM and storage options while streamlining their product offerings.
The firm anticipates a continued decline in global smartphone shipments, projecting a 12% decrease throughout 2026. The downturn may extend into 2027, although Omdia expects the rate of decline to decelerate.
