Fewer phones were sold worldwide this summer than in any third quarter since 2013. Research firm Omdia counts 254.7 million shipments for July to September, a fall of 20% from a year earlier.
Omdia puts the blame on prices. Phones cost more than they did a year ago, and shops and distributors held back on restocking ahead of the holiday season because pricier devices tie up more of their cash.
Samsung stayed on top with 57.8 million phones, down 5%. In its quarterly release, Omdia credits the cheaper Galaxy A series and the August Galaxy Z8 launch, helped by trade-in deals. Apple shipped 56.5 million iPhones, flat on last year, helped by steady iPhone 17 demand and stock built up before expected price rises.
Chinese brands take the biggest hit
| Brand | Units | Change |
|---|---|---|
| Samsung | 57.8 million | -5% |
| Apple | 56.5 million | flat |
| Xiaomi | 30.7 million | -29% |
| Oppo (with realme and OnePlus) | 23.4 million | -39% |
| vivo | 19.3 million | -33% |
Xiaomi’s shipments fell 20% in China and 28% in India as it adjusted prices to cover higher component costs. Oppo and vivo also raised prices in their core markets, which Omdia says makes it harder for them to plan stock.
Emerging markets feel it most
Africa dropped 39%, the steepest fall of any region. Omdia analyst Sanyam Chaurasia said emerging markets, once the source of most volume growth, now face the greatest pressure from rising prices. Other Asia-Pacific markets outside China, plus the Middle East and Latin America, each lost more than a fifth of their volume, while North America held up better thanks to operator financing and trade-in schemes.
Weaker currencies and higher living costs are leaving buyers waiting longer to upgrade. Some choose refurbished handsets, and in poorer markets a few drop back to feature phones.
Omdia now expects shipments to fall 12% across 2026, with a further, slower decline in 2027. It points to memory shortages that keep costs high, so brands are cutting RAM and storage options and trimming the number of models they sell.
Omdia also says independent retailers face the most strain, with slower stock turnover and thinner margins that could push some out of business. Telecom operators and large retail chains are better placed to absorb dearer handsets. Brands, meanwhile, are looking to software, services and after-sales offerings for extra revenue.
