RAMageddon is showing no sign of stopping, if the global smartphone market is to be believed.
A new report from Counterpoint, a market research firm, indicates that global smartphone shipments were down 20 percent year-over-year in the third quarter of 2026. According to Counterpoint, they hit the lowest level measured since 2012, which was a time when smartphones were still not quite as prevalent in everyday life as they are now. The explanation, according to Counterpoint, is that “relentless increases” in memory prices have “significantly disrupted” shipments from manufacturers like Samsung and Apple.
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As a result, those companies have passed rising costs onto consumers, resulting in a 20 percent rise in smartphone retail prices in 2026. Per Counterpoint’s research, this has led to customers holding onto older phones for longer and prioritizing high-end devices more than they might otherwise.
Samsung, for what it’s worth, seems to have weathered the storm a little bit, with its market share increasing to 23 percent. Counterpoint attributes this to steady demand for the mid-range Galaxy A-series and high demand for premium devices like the Galaxy Z Fold 8. Apple, meanwhile, also saw an increase in market share, while suffering a 22 percent decline in shipments year-over-year. Counterpoint theorizes that this had to do with the lack of a base iPhone 18 model in September; Apple is widely expected to launch that phone in early 2027 instead.
