The smartphone industry just went through one of its roughest quarters in years. According to global figures released by research firm Counterpoint, worldwide phone shipments in the third quarter of 2026 fell to their weakest level in 14 years.

Market down 20%, prices up 20%

Global sales dropped 20% over the three-month period, and the pain was felt in consumers' wallets too: average phone prices rose by 20%.

Analysts attribute the squeeze to soaring costs for memory chips and processors. The price pressure, which spans everything from smartphones to consumer electronics, effectively brought the market to a standstill.

smartic

Samsung first, Apple a close second

Despite the hostile conditions, Samsung held on to first place with a 23% market share. The company's performance in Europe was driven largely by the Galaxy Z Fold 8 series, with the new foldable selling 50% more units than its predecessor, the Z Fold 7.

Apple came in second with 22%, missing the top spot by a razor-thin margin. It's worth noting, however, that the new iPhone 18 Pro models are not included in these figures, so the ranking could well shift in the fourth quarter — the crown typically trades hands between these two brands.

Further down the list, Xiaomi took third place with 10%, OPPO fourth with 9%, and vivo fifth with 8%. All remaining brands combined accounted for 27% of the market.