Omdia: Global Smartphone Shipments Fell 20% in 3Q26, the Lowest Third-quarter Total Since 2013

Sanyam Chaurasia, Principal Analyst at Omdia

“Emerging markets, once the backbone of global smartphone volume growth, are now facing the greatest pressure from rising prices”

Sanyam Chaurasia, Principal Analyst at Omdia

“Africa recorded the steepest contraction at 39% YoY, as rising costs shifted vendors' focus from aggressive expansion and market share gains toward margin protection and selective shipments, despite underlying demand. APAC excluding Greater China, the Middle East and Latin America also declined by over 20%. Currency depreciation, inflation, and rising living costs further weakened purchasing power, prompting consumers to delay upgrades or switch to refurbished smartphones and, in some lower-income markets, forcing them to opt for feature phones. In contrast, North America remained relatively resilient, supported by its premium-heavy market and established operator financing, trade-in and upgrade programs.”

Amber Liu, Practice Leader at Omdia

“Omdia expects global smartphone shipments to decline by 12% in 2026, with further price increases and limited room for promotional discounts expected to weigh on demand during the holiday season”

Amber Liu, Practice Leader at Omdia

“Beyond rising component costs, vendors face growing inventory risks as they balance existing stock with new product generations. Telecom operators and large-format retailers are better positioned to manage higher device prices and working capital requirements. Meanwhile, independent retailers face mounting pressure from slower inventory turnover and shrinking margins, potentially accelerating market exits.”