# OEM strategies

Smartphone Recovery Delayed Until Late 2027–Early 2028, Forcing OEMs to Trade Off Cost, Performance and Innovation

Counterpoint Research warns that the smartphone market will not normalise before late 2027 and could stretch into early 2028 as rising storage‑chip costs and weak demand squeeze margins. OEMs are responding by cutting models, delaying launches, optimising high‑end configurations and considering cloud offload to reduce hardware pressure.