Global Smartphone Shipments Drop 20% in Q3 2026, Lowest Since 2012
Counterpoint Research says the memory crisis drove shipments to a 14-year low, with average phone prices up 20% this year.
Worldwide smartphone shipments fell 20% in the third quarter of 2026, hitting their lowest level since 2012, according to Counterpoint Research. The quarter was the second consecutive one hit by the memory crisis, said Counterpoint analyst Shilpi Jain.
Average phone prices are up 20% overall this year as DRAM and NAND costs keep rising. Counterpoint also said over half of surveyed consumers across the US, UK, India, China and Germany would wait for holiday sales before buying a new phone.
Samsung's third-quarter market share came in at 23%, up from 19% in 2025, helped by early demand for the Galaxy Z Fold 8. Apple's share was 22%, the first time it has exceeded 20% in that quarter, though its shipments declined year over year.
Preorders for Apple's first foldable, the $1,999 iPhone Duo, begin on Friday. The quarter's launch lineup also included the Galaxy Z Flip 8, the Google Pixel 11 and the iPhone 18 Pro line.
Earlier this month, Samsung hiked prices by $100 for its Galaxy S26 phones, while Apple's iPhone 18 Pro and Pro Max launched last month priced $100 above the previous generation.
Memory supply shifts toward AI
TrendForce said more than 70% of global memory chip production will go toward AI investment, and Gartner has estimated companies will spend $1.4 trillion on AI infrastructure this year and $2.6 trillion overall.
Quick answers
How much did global smartphone shipments fall in the third quarter of 2026?
Shipments fell 20%, the lowest level since 2012, according to Counterpoint Research.
When do iPhone Duo preorders start?
Preorders for Apple's first foldable, priced at $1,999, begin on Friday.
Why are phone prices higher this year?
Average phone prices are up 20% overall this year as DRAM and NAND costs keep rising.