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‘The premium market is dominated by two brands; I believe consumers would be interested in a third’: Oppo’s European CEO has a plan for narrowing the smartphone sales gap with Apple and Samsung — and chatbots like ChatGPT could hold the key

Recent data published by Counterpoint Research paints a bleak picture of the smartphone industry as it stands today. Q3 2026 (that’s the period between July and September) marked the lowest Q3 for smartphone sales in 14 years, with challenger brands like Oppo, Xiaomi, and Vivo all experiencing declines in