Amid a chip shortage: global smartphone shipments fell by 6%
11 April 12:16
Global smartphone shipments in the first quarter of 2026 fell by 6% year-over-year amid shortages of DRAM and NAND memory components, as well as weak consumer demand.
This is reported by "Komersant Ukrainian", citing an assessment by Counterpoint Research.
The chip shortage disrupted supply chains and increased manufacturers’ costs, forcing them to adjust their pricing policies and postpone the launch of new models.
Geopolitical tensions in the Middle East, rising energy and logistics costs, and subdued consumer sentiment have placed additional pressure on the market.
Analysts estimate that memory manufacturers redirected supplies to the data center and artificial intelligence solutions segments, exacerbating the shortage in consumer electronics.
As a result, the cost of devices rose, which particularly impacted the budget and mid-range segments and stimulated demand for refurbished smartphones.
Market Leaders
Apple became the market leader for the first time at the end of the quarter, with a 21% share and a 5% year-over-year increase in shipments. The company was able to maintain its position thanks to high demand for the iPhone 17 lineup, effective supply chain management, and strong results in key Asian markets.
Samsung took second place with a 20% share, though its shipments declined by 6% due to delays in launching the Galaxy S26 series and weakness in the mass-market segment. The company intensified its focus on the premium segment and optimized its product lineup.
Xiaomi retained third place with a 12% share, but suffered the largest decline among the top 5—a 19% year-over-year drop. The main pressure stems from its high dependence on the price-sensitive segment, which was hit hardest by rising component costs.
OPPO and vivo took fourth and fifth place with market shares of 11% and 8%, respectively. Both companies demonstrated relative stability, particularly due to their strong positions in the mid-range segment and in key regional markets.
Outside the top five, Google (14%) and Nothing (25%) recorded rapid growth, driven by expanded distribution channels, clear product positioning, and technological differentiation.
Analysts expect market pressure to persist: the memory shortage could last until 2027. Under these conditions, manufacturers will focus on increasing margins, phasing out low-margin models, and developing services and ecosystems.
