Global smartphone sales recorded a sharp decline in the third quarter of 2026reaching the lowest level for this period of the year since 2012. According to a new analysis by Counterpoint Research, sales fell by 20% compared to the same quarter of 2025. A result that highlights the difficulties experienced by the mobile market, affected by the increase in prices of the devices.
Among the main factors behind this contraction is the persistent deficiency of memory components. The limited availability of these elements is affecting the entire technology sector, with direct repercussions on the production costs of smartphones. In particular, the prices of DRAM and NAND memories have increased significantly, making the devices more expensive to build.
The increase in production costs has translated into higher selling prices for consumers. According to Counterpoint Research, smartphone prices globally during 2026 have increased by approximately 20%. This increase in prices could contribute to reduced demand, making it more difficult for many users to purchase a new phone or replace one they already own.
Samsung and Apple still lead the smartphone market
Despite the market contraction, Samsung maintains first position among smartphone manufacturers, with a 23% share. The South Korean company therefore continues to lead the global ranking in a quarter characterized by a significant decline in overall sales. The data confirms Samsung’s position in the sector, even in a difficult phase for the entire sector.
Apple follows closely, capturing 22% of the global market. This is the highest share ever achieved by the company in the third quarter of a year. The result represents a positive element for the iPhone manufacturer, which is approaching its main competitor in terms of market share, despite the general contraction in sales.
The outlook for the coming months remains uncertain. Counterpoint Research does not expect a noticeable recovery in the smartphone market by the end of 2026. The shortage of memories and the increase in prices continue to weigh on the sector, without offering clear signs of a trend reversal at the moment. It therefore remains to be seen when demand will be able to grow again.
