Smartphone Shipments Hit Lowest Q3 Level Since 2013

The smartphone market contracted sharply in the third quarter of 2026. According to Omdia's latest report, global shipments fell 20% from the same period a year earlier to 254.7 million units. That is the lowest third-quarter shipment volume recorded since 2013.

The report blames the decline on rising smartphone prices. It also notes that manufacturers have been trying to protect their profit margins in the face of component shortages and climbing costs.

How the top vendors fared

Samsung led the rankings. The South Korean maker shipped 57.8 million phones over the quarter, keeping its position as the world's largest smartphone vendor, though the figure represents a 5% drop year on year. Apple followed closely with 56.5 million iPhones, holding its shipment volume flat compared with the same quarter last year. The gap between the two companies was just 1.3 million units.

Xiaomi came third with 30.7 million units, but its shipments fell 29% from a year earlier. Oppo placed fourth with 23.4 million units and suffered the steepest decline on the list at 39%. Rounding out the top five, vivo shipped 19.3 million phones, a 33% decrease compared with the third quarter of 2025.

In short, Apple held its volume steady, Samsung saw a limited 5% decline, and Xiaomi, Oppo and vivo recorded losses ranging from 29% to 39%.

How brands are managing costs

According to the report, brands are concentrating on profitable markets and core products at a time of component shortages. Manufacturers are said to be adjusting RAM and storage configurations while narrowing their model lineups to cope with rising costs and defend margins.

In other words, companies are reshaping both their product variety and the memory and storage options of their devices in response to cost pressure. The report describes the aim of these moves as managing that pressure and preserving margins.

What to expect next

Omdia expects global smartphone shipments to fall 12% this year compared with the previous year. The market is likely to keep shrinking in 2027, though the report says the decline should come at a slower pace.

Based on the report's figures, Samsung and Apple held on to the top two spots, while the other three top-five vendors posted declines of between 29% and 39%. How price increases and component-related constraints shape the market will be one of the key storylines to watch in the coming period.