Global smartphone shipments have fallen to their lowest quarterly level in 13 years. However, Apple and Samsung continue to strengthen their positions in the market.
According to a new Counterpoint Research report, worldwide smartphone shipments declined 20% year over year during the third quarter of 2026.
The report identifies an ongoing shortage of RAM as a major factor behind the downturn.
Despite these challenges, both technology giants increased their market share, leaving several competitors struggling to maintain their positions.
Samsung Leads as Apple Gains Market Share
Samsung maintained its position as the world’s largest smartphone manufacturer by shipment share, capturing 23% of the global market.
Meanwhile, Apple followed closely with 22%, leaving just one percentage point between the two companies.
Both brands performed strongly despite the wider industry’s declining shipment volumes.
Furthermore, Apple’s premium iPhone models reportedly attracted stronger demand in important international markets.
The iPhone 18 Pro and iPhone 18 Pro Max experienced more successful launches in China and India than their predecessors.
This performance came despite higher prices for both new models.
Xiaomi, Oppo and Vivo Lose Ground
While Apple and Samsung strengthened their positions, several Chinese smartphone manufacturers experienced declining market shares.
Xiaomi’s share dropped from 14% in Q3 2025 to 10% in Q3 2026.
Similarly, Oppo declined from 12% to 9% during the same period.
Vivo also experienced a smaller decrease, falling from 9% to 8%.
As a result, the gap between the two market leaders and their competitors widened.
The figures highlight how differently manufacturers are performing during the ongoing industry slowdown.
Apple’s iPhone Revenue Shows Strong Growth
Apple’s financial performance provides another positive signal for its smartphone business.
In its Q3 2026 financial report, the company announced iPhone revenue of $54.25 billion.
That represents a 21.7% increase from the $44.58 billion reported in Q3 2025.
Moreover, Apple achieved its stronger market position without launching the standard iPhone 18 alongside its premium models.
iPhone Duo Could Influence Future Market Rankings
Apple’s upcoming foldable iPhone Duo could further influence its global smartphone position.
The device is scheduled to reach customers on October 23, 2026.
However, its impact on shipments and market share remains uncertain.
Ultimately, the latest figures show that Apple and Samsung continue to lead the smartphone industry despite significant market challenges.
