The shortage of storage chips impacts the smartphone market, with shipments in the third quarter hitting a 14-year low for the same period
Financial Associated Press reported on October 12, citing market research firm Counterpoint Research, that the ongoing construction of artificial intelligence infrastructure continues to squeeze the supply of storage chips, putting pressure on costs and supply in consumer electronics. Preliminary data shows that global smartphone shipments in the third quarter of 2026 are expected to decline by 20% year-on-year, reaching the lowest level for the same period since 2012. The storage chip crisis has impacted the smartphone market for the second consecutive quarter, with rising chip costs increasing the overall bill of materials, leading manufacturers to raise retail prices. Since 2026, global smartphone retail prices have cumulatively increased by about 20%.
Samsung remains the global leader, with its market share rising to 23% in the third quarter, although shipments declined by 3% year-on-year, marking the largest share increase among major manufacturers. Apple's share rose to 22%, marking its first time surpassing 20% in the third quarter, but shipments declined year-on-year. The absence of the base model iPhone 18 this year resulted in a lower channel distribution scale in the first month of new product launches compared to the previous year's iPhone 17 series. The iPhone 18 Pro series performed better than its predecessor in China and India.
Xiaomi's shipments in the third quarter declined by over 30% year-on-year, with its market share dropping to 10%. Both OPPO and vivo saw their shipments decline by over 20% year-on-year, with shares falling to 9% and 8%, respectively. Counterpoint senior analyst Shilpi Jain stated that consumers are holding onto their existing devices for longer and are considering more refurbished devices. Counterpoint indicated that global smartphone shipments are unlikely to see a significant recovery before improvements in storage chip costs and supply.