iPhone gains share as the smartphone market shrinks
Apple’s iPhone share reached a third-quarter record as the global smartphone market suffered its steepest decline in more than a decade.
Apple captured a record 22% share of worldwide smartphone shipments in the third quarter of 2026 even as its own iPhone shipments declined, according to preliminary figures from Counterpoint Research.1
A shrinking market
The wider smartphone market contracted sharply. Manufacturers shipped 20% fewer phones year on year, taking the July-to-September total to its lowest level since 2012, while Samsung held a narrow lead with 23% of shipments.1
MacRumors reports that Apple’s launch timing contributed to the lower shipment volume: the iPhone 18 Pro models arrived in September without a standard iPhone 18 alongside them. Counterpoint nevertheless found a stronger opening for the Pro models than for the previous Pro generation, with China and India standing out.2
China’s market fell for a sixth consecutive quarter, according to IDC figures reported by Reuters. Apple’s shipments declined 4.3% there, compared with a 15.4% contraction for the overall market, leaving Apple in second place with a 17.8% share behind Huawei.2
Why Apple’s share rose
The figures show the difference between absolute shipments and market share. Apple shipped fewer phones, but the overall market fell faster. Counterpoint also linked the downturn to memory-chip shortages and higher production costs, estimating that smartphone retail prices have risen 20% globally this year.2
Our opinion
Apple’s record share is impressive only if the denominator is kept in view: this is growth in relative position during a painful market contraction, not a sign that the smartphone market is healthy. Premium demand is holding up better than budget demand, but rising prices and fewer total shipments suggest manufacturers are competing for a narrower pool of buyers.
1 https://counterpointresearch.com/en/insights/global-smartphone-shipments-hit-a-new-low-with-20-percent-yoy-decline-lowest-in-14-years2 https://www.macrumors.com/2026/10/13/iphone-takes-bigger-slice-of-shrinking-market/