# Smartphone Shipments Hit 13-Year Low Amid RAM Shortage Memory chip crisis and AI demand drive price hikes as consumer electronics sector contracts. - **Source:** [CNET](https://brifing.si/source/ce507de7-7f24-4ff4-ab6d-7635abcc095a) - **Published:** 2026-07-13 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/02f9d217-cfd6-4fc9-bb83-993e389e328c ## Global Decline Smartphone shipments dropped 11% in the last quarter to their lowest level since 2013. Counterpoint Research attributes this to memory chip shortages driving up prices and suppressing demand. Entry and mid-tier manufacturers were hit hardest by these market conditions. ## Manufacturer Strategies While memory-sensitive brands like Xiaomi, Vivo and Oppo saw double-digit declines, Apple and Samsung bucked the trend. Apple grew 3% with strong premium iPhone demand, capturing 20% market share. Samsung regained leadership with 4% growth and 24% share. ## Consumer Behavior Shift Facing higher prices, consumers are postponing upgrades or opting for previous-generation devices. Carrier-contracted premium models show more resilience due to subsidized upfront costs. ## Industry-wide Impact The RAM shortage affects all consumer electronics, including laptops and gaming consoles. IDC reported PC shipments fell 4.9% to 68.2 million units in Q3. Apple passed $200 price increases on some MacBooks to consumers. ## Market Outlook Counterpoint projects full-year smartphone shipments to decline 14%. With memory shortages expected until 2027, budget manufacturers may reduce low-margin models and focus more on refurbished devices. ## AI Disruption Chipmakers shifting production toward AI components are exacerbating traditional memory chip shortages. This 'RAMageddon' supply chain crisis requires fundamental manufacturing strategy changes for market stabilization. ## Sources covering this story - https://www.cnet.com/tech/mobile/smartphone-shipments-13-year-low-ramageddon-chip-shortage/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._