Global Smartphone Sales: W33 2026 vs. W33 2025

Source: Counterpoint Research Global Weekly Smartphone Tracker

Samsung, Strong New Product Demand Drives Growth Despite Weak Market

Samsung’s global smartphone sales increased 9% YoY in Week 33. In particular, the Fold8 had generated strong early interest even before launch, with pre-order inventory selling out quickly in some markets and deliveries being delayed. As a result, attention was focused on whether this strong initial response would translate into sustained demand following the actual launch.

To assess the initial sales performance following the launch, we compared Z8 series sales in Weeks 32–33 with Z7 series sales in Weeks 30–31 last year. In the US, Z8 series sales increased 4% compared with the previous generation, with the Fold8 accounting for the largest share of sales. In contrast, sales in China declined 33% from the previous generation, highlighting a clear difference in performance across markets.

In China, Huawei had already introduced various foldable form factors through the Pura X and Pura X Max, while competing products were positioned at lower price points than the Fold8. As a result, the differentiated value offered by the Fold8’s form factor may have been relatively limited for local consumers. Overall, the initial sales performance of the Z8 series suggests that while demand for new products remains present, differentiated product experiences and the competitive environment in each market are becoming increasingly important factors determining sales performance.

Z8 First 2 Weeks Sales Comparison

Source: Counterpoint Research Global Weekly Smartphone Tracker

OPPO, YoY Decline Continued Despite India Promotions and New Product Launch in China

OPPO’s global sales declined 16% YoY in Week 33, but increased 14% WoW, showing a modest recovery. In India, OPPO saw improved demand driven by Independence Day promotions, while the launch of the A7 Pro Max contributed to higher sales in China. This week's recovery looks more like a temporary rebound driven by promotions in specific markets and new product launches rather than a broad-based improvement in underlying demand.

vivo, WoW Rebound Fails to Offset Persistent YoY Decline

vivo’s global sales increased 15% WoW in Week 33, but remained down 25% YoY, continuing its weak performance. Sales increased WoW in both India and China, but remained below last year’s level. In India, the S2 series and Y and V series drove sales with the support of promotions, while sales in China continued to be led mainly by the Y series, including the Y600 Pro. Thus, despite the recent WoW rebound, the gap versus last year remains significant, making it difficult to interpret the improvement as a meaningful recovery in underlying demand.

Xiaomi, Impact of Price Increases in China Becomes More Pronounced

Xiaomi's global sales increased 10% YoY and 21% WoW in Week 33. In China, price increases for the Xiaomi 17 series, K90 series and Turbo 5 lineup took effect on August 2, reflecting the pass-through of higher BOM costs from the sharp rise in memory spot prices — a sign that similar adjustments could become more widespread across the industry. Sales continued to decline after the price increases, raising concerns that demand may be more price-sensitive than previously expected.

Global Demand Recovery Remains Limited Despite New Product Effects

Week 33 demonstrated that while new product launches and promotions are supporting sales at some brands, underlying global demand remains weak. OPPO, vivo and Xiaomi saw WoW sales recover, but continued to record YoY declines, highlighting the gap between short-term sales improvements and a genuine recovery in underlying demand.

Samsung, by contrast, maintained relatively resilient sales momentum and achieved growth despite the challenging market environment. This suggests that when consumer demand is weak, simply launching new products is not sufficient. Brands increasingly need to offer strong product competitiveness and compelling reasons for consumers to justify additional spending. Going forward, differences in sales performance between brands are likely to widen further depending on how clearly, they can establish such competitive advantages.