Global smartphone shipments fell 20% in the third quarter of 2026 to their lowest level since 2012, as rising DRAM and NAND costs pushed up phone prices. Analysts say AI data centre demand is squeezing memory supply and making shoppers wait longer or buy refurbished devices.
01Summary
- 01Counterpoint Research said worldwide smartphone shipments fell 20% in the third quarter of 2026, the lowest level since 2012.
- 02The firm linked the decline to a memory shortage, with DRAM and NAND costs rising as AI infrastructure absorbs more chip supply.
- 03Phone prices are up 20% overall this year, while Samsung raised Galaxy S26 prices by $100 and Apple launched the iPhone 18 Pro and Pro Max at $100 more than the previous generation.
- 04Samsung had a 23% market share in the quarter, up from 19% in 2025, while Apple reached 22% for the first time in that three-month period.
- 05Counterpoint said half of respondents in the US, UK, India, China and Germany would wait for holiday sales to buy a new phone, rising to 56% among Gen Z.
02Why it matters
If memory costs stay high, new phones are likely to remain expensive and fewer budget options may be available. That could push more people towards repairs, refurbished handsets or waiting for discounts.
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