Global smartphone shipments fell 20% year-on-year to 254.7 million units in 3Q26, the lowest third-quarter volume since 2013, according to Omdia. Rising prices weighed on demand, especially in emerging markets, and distributors and retailers held back on restocking ahead of the holiday season. Samsung remained the top vendor with 57.8 million units (down 5%), Apple was flat at 56.5 million, and Xiaomi ranked third with 30.7 million units (down 29%). OPPO (including realme and OnePlus) and vivo fell 39% and 33%, respectively. Africa had the steepest decline at 39%, and Omdia analyst Sanyam Chaurasia said rising costs pushed vendors toward margin protection, while North America remained relatively resilient.
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AAPL
▼ Likely negativeApple Inc.
Relevance: medium
| Market | US stocks |
|---|---|
| Sector | Information Technology |
| Industry | Technology Hardware, Storage & Peripherals |
| Market cap | $5.1T |
| Close on 10/28/2026 | 343.86 |
| Change that session | -0.93% |
Impact is scored by AI from the headline and may be wrong. It is not investment advice.
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