Global smartphone shipments drop 20% year over year in the third quarter (July to September), reaching the lowest quarterly level in over a decade, according to Counterpoint Research data cited by multiple outlets. The downturn affects most brands, while market-share gains concentrate mainly with Apple and Samsung.
Counterpoint reports that Samsung is the leading beneficiary, holding about 23% of the global market share versus 19% a year earlier. Apple is close behind at about 22%, up from 18%. Several other large manufacturers—such as Xiaomi, Oppo, and vivo—show weaker shares compared with the prior-year quarter. One outlet also highlights that Apple’s share surpasses 20% in that quarter for the first time.
Outlets frame these results slightly differently: Apple-focused coverage emphasizes iPhone shipment share gains alongside recent Apple financial performance, while other reports focus on the broader industry decline and the relative resilience of Samsung and Apple. Across sources, the core points remain consistent: the overall market contracts sharply, and only Samsung and Apple increase their shares.
