Global smartphone shipments fell 20% year-on-year (YoY) to 254.7 million units in the third quarter (3Q) of 2026, according to Omdia, marking the lowest third-quarter shipment volume since 2013.
The research group says rising smartphone prices continued to weigh on consumer demand, particularly in emerging markets. Distributors and retailers also remained cautious about replenishing inventory ahead of the holiday season, as higher device costs increased working capital requirements and limited stocking volumes.
Apple shipped 56.5 million iPhones in quarter three remaining flat YoY despite the global market downturn. Resilient demand in China and North America offset weakness in key emerging markets, supported by sustained iPhone 17 demand and advance channel stocking ahead of anticipated price increases, according to Omdia. In September, Apple introduced the iPhone 18 Pro, iPhone 18 Pro Max and its first foldable model, the iPhone Duo, while deferring the base iPhone 18 to 2027. This strategy extends the iPhone 17’s sales cycle while concentrating new-product demand on premium devices for the holiday season, Omdia says.
Apple now has 22% of the global smartphone market. Just ahead of it is Samsung with 23%.
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