Galaxy Z Fold 8 popularity saves Samsung from shipment slump

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.

The tracking firm notes that “premiumization and its strong foldable launch” contributed to Samsung’s strong showing, even as shipments decreased 3% in the same time period. As memory shortages and increased costs force smartphone manufacturers to raise prices, customers are holding onto their devices longer or shopping for refurbished ones.

“This is creating greater pressure across the mass market, while premium demand remains comparatively resilient, widening the gap between premium and price-sensitive segments,” Counterpoint Research Senior Analyst Shilpi Jain notes in the report.

Galaxy Z Fold 8 sales outpaced even Samsung’s expectations, causing it to use parts that were reserved for future devices to meet demand.

This success stands in stark contrast to how other Android device manufacturers fared in Q3 2026. Counterpoint Research reported falls in market share for all others, with Xiaomi dropping from 14% to 10%, Oppo from 12% to 9%, and Vivo from 9% to 8%. Outside of Android, Apple did manage to pull ahead, going from 18% to 22%, but it remains behind Samsung.

This is the second quarter in a row in which Samsung has surpassed Apple’s market share, and it’s been hard-won. Samsung lost its market dominance to Apple in Q4 2025, and the two tied for the top spot, with 21% market share each in Q1 2026. In Q2 2026, Samsung pulled ahead of Apple once again. Maintaining that position in Q3 2026 is a victory, but it’s not a smooth path ahead for Samsung.

While the Galaxy Z Fold 8’s wide form factor has stoked interest in foldables, the iPhone Duo could cut into that niche that Samsung has dominated for quite some time. A poll of Android Authority readers showed that while foldables still do not hold sway with 38.9% of those surveyed, 16.1% are won over and 10.6% are iPhone Duo-curious if the cameras catch up.