iPhone Takes Bigger Slice of a Shrinking Smartphone Market

Apple's share of worldwide smartphone shipments rose to a third-quarter record of 22% in the third quarter of 2026, despite a decline in its own iPhone shipments, according to preliminary figures from Counterpoint Research.

Apple finished the quarter just behind Samsung, which accounted for 23% of shipments. Across the industry, manufacturers shipped 20% fewer smartphones than a year earlier, taking the July-to-September total to its lowest level since 2012.

Apple's launch plan was a significant factor in its lower shipment volume this year. With no standard iPhone 18 arriving alongside the iPhone 18 Pro models in September, Counterpoint said Apple supplied fewer new devices to retail channels than during last year's iPhone 17 lineup launch.

The research firm nevertheless reported a better debut for the ‌iPhone 18 Pro‌ models than for the previous Pro generation, with sales in China and India standing out. Demand for the ‌iPhone 17‌ also continued to support shipments.

Apple also outperformed the wider market in China. Separate IDC figures reported by Reuters put Apple's shipment decline at 4.3%, compared with a 15.4% contraction for the country as a whole. China's total of 57.9 million units marked its sixth consecutive quarter of annual declines.

Apple took second place in China with a 17.8% share, behind Huawei at 21%. IDC said Apple's newly released iPhones exceeded sales expectations, although the smaller selection of new models reduced its overall shipments.

Counterpoint linked the global downturn to shortages and rising prices for memory chips, which have made phones more expensive to produce. It estimates that smartphone retail prices have risen 20% globally so far this year, with demand for premium smartphones proving to be more resilient than budget devices.