In contrast, the Chinese companies Xiaomi, Oppo and Vivo saw double-digit declines. Owing to their strong presence in the entry-level and mid-range segments, these brands are heavily impacted by rising memory prices. Price-sensitive consumers are currently delaying new purchases or opting for older devices. Xiaomi managed to cushion the downturn by streamlining its portfolio, securing third place with a 12% market share, while Oppo (11%) and Vivo (8%) both suffered significantly from weak demand and supply bottlenecks that pushed key models out of their traditional price brackets. Beyond the top five, Google (+16% YoY) and Huawei (+6% YoY) both delivered outstanding performance, driven by the Pixel 10 lineup and Mate 80 series, respectively. Analysts at Counterpoint Research expect a 14% decline in the smartphone market for the whole of 2026, as the memory shortage is projected to persist into 2027.
