Omdia: smartphone shipments fell 20% in Q3, the worst third quarter since 2013, and Apple is the only one that did not lose

Omdia: 254.7 million smartphones shipped in Q3 2026, down 20% year on year, the lowest third quarter since 2013. Samsung −5%, Apple flat, Xiaomi −29%, Oppo −39%, vivo −33%. The cause: rising prices from the memory chip crunch. The same day Samsung posted a record KRW 107.4 trillion operating profit, mostly from selling that memory.