A new report forecasts the smartphone chipset market through 2026, and claims that Google’s efforts in building Tensor for Pixel phones will help the brand weather the coming tough year.
Counterpoint Research is forecasting that the smartphone market, at least defined by chipsets, will shrink by around 7% in 2026 as compared to 2025. The report brings out that this is due to rising memory prices being “felt most strongly in the sub-$150 segment.”
But while those more affordable devices will struggle in 2026, Counterpoint says that brands investing in in-house chip development, such as Google Pixel, “are better positioned” to make it through the year.
…As a result, SoC vendors with significant exposure to 4G and entry-level 5G smartphones are expected to face the greatest pressure in 2026. In contrast, smartphone brands that are investing in in-house SoC development, such as Samsung, Google, Huawei and Xiaomi, are better positioned to navigate these market challenges.
Google’s Tensor chip didn’t make any sort of splash in the 2025 smartphone SoC shipment numbers, nor is it expected to make a dent in 2027 either. However, Google’s chip helps push a premium-first portfolio which, as Counterpoint notes, is the overall market trend right now.
As we’ve mentioned, buying a new phone in 2026 is going to be rough, but it sounds like analysts expect the impact on Google to be a bit less than other brands.
More on Google Pixel:
- Latest Google Pixel update causing Wi-Fi and Bluetooth issues for some
- Pixel Weather was one of my least accurate weather apps ahead of major winter storm
- Google reportedly testing MediaTek modem for Tensor G6 and Pixel 11
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