Sigmaintell: High costs collide with weak demand; global smartphone shipments fell 19.8% in Q3 2026

Zhitong Finance APP has learned that on October 23, Sigmaintell published a report noting that global smartphone shipments in the third quarter of 2026 were approximately 250 million units, down 19.8% year-on-year. Rising costs have driven a K-shaped divergence in the market, with Apple and Samsung showing notable resilience against the downturn, while most Chinese brands face significant pressure on shipments, and the industry's market share landscape is undergoing restructuring. With the growth dividend of the overall market fading, the interplay between the cost cycle and product innovation will dominate smartphone makers' upcoming shipment divergence and market direction.