Galaxy Z Fold 8 popularity saves Samsung from shipment slump

Samsung’s market share hit a high of 23% in Q3 2026, according to a new report.

While shipments declined 3% YoY, strong demand for the Galaxy Z Fold 8 softened the blow.

Apple’s market share grew, but remains just below Samsung’s.

The memory shortage continues to hit hard for smartphone manufacturers, but Samsung managed to not just retain its top spot but pull farther ahead of its Android competition. It’s thanks, in part, to the popularity of the Galaxy Z Fold 8.

Counterpoint Research posted its Q3 2026 global market share report, which shows Samsung increasing its market share to 23% from 19% year over year. While Counterpoint in part credits Samsung’s focus on higher average selling prices and revenue growth, it also acknowledges the impact of its runaway hit, the Galaxy Z Fold 8.