Apple, Samsung Gain Smartphone Market Share as Global Shipments Fall 20%

05:07 AM EDT, 10/15/2026 (MT Newswires) -- Apple (AAPL) and Samsung gained market share in Q3 2026 as global smartphone shipments fell 20% year over year amid rising memory and storage costs, Omdia said Thursday. Samsung led with a 23% market share, followed by Apple at 22%, Xiaomi at 12%, OPPO at 9% and vivo at 8%. Samsung and Apple together accounted for 45% of global shipments, up about 8 percentage points year over year. Omdia said Samsung benefited from its broad product portfolio and global distribution network, while demand for Apple's iPhone 17 family and the September introduction of the iPhone 18 Pro and Pro Max supported its performance. Omdia expects flagship launches and festive demand in Q4 to fall short of offsetting supply pressures in Q4, it added.