Global smartphone shipments fall 20% in Q3, weakest since 2012
Counterpoint Research blames an AI-driven memory shortage as Samsung holds 23% share and Apple climbs to 22%.
Global smartphone shipments fell 20% year-on-year in the third quarter, according to a preliminary estimate from Counterpoint Research reported by bloter.net. It was the weakest third quarter for shipments since 2012.
Counterpoint attributes the decline to an AI-driven memory supply shortage and a resulting price surge.
Samsung kept the top spot with 23% market share, although its third-quarter shipments fell 3% year-on-year. Apple's share rose to 22%, the first time it has exceeded 20% in a third quarter. Counterpoint says Apple shipped less into retail channels early in the launch because it did not introduce a base iPhone 18 model, unlike the full iPhone 17 lineup a year earlier.
Oppo and Vivo each saw shipments fall more than 20%. Xiaomi's shipments dropped more than 30% year-on-year and its market share fell to 10%.
Counterpoint expects production cuts, narrower lineups and a focus on premium devices to continue for the rest of the year.
Quick answers
How much did global smartphone shipments fall in the third quarter?
Counterpoint Research's preliminary estimate puts the decline at 20% year-on-year, the weakest third quarter since 2012.
What is behind the shipment decline?
Counterpoint attributes it to an AI-driven memory supply shortage and a price surge.
Which brands lost the most shipments?
Oppo and Vivo each fell more than 20%, while Xiaomi dropped more than 30% and its share fell to 10%.