Apple’s smartphone share rises to 22% as global shipments hit a 12-year low

Apple’s share of global smartphone shipments rose to 22% in the third quarter of 2026, despite a decline in the company’s own shipments. Preliminary Counterpoint Research data described it as Apple’s highest third-quarter share on record.

Samsung ranked first with 23%. The wider market, however, contracted by 20% from a year earlier, leaving July–September shipments at their lowest level since 2012.

Launch timing limited Apple’s shipments

Apple’s release plan contributed to the decline. The company introduced the iPhone 18 Pro models in September without launching a standard iPhone 18 at the same time, resulting in fewer new devices supplied to retailers than during last year’s iPhone 17 lineup launch.

Counterpoint nevertheless recorded a stronger debut for the iPhone 18 Pro models than for the previous Pro generation. Sales in China and India stood out, while continued demand for the iPhone 17 supported Apple’s shipments.

Apple outperformed China’s market

Separate IDC figures cited by Reuters showed Apple’s shipments in China falling 4.3%, compared with a 15.4% contraction for the market overall. China recorded 57.9 million smartphone shipments, its sixth consecutive quarter of annual decline.

Apple ranked second in China with a 17.8% share, behind Huawei at 21%. IDC said the new iPhones sold above expectations, although the smaller launch lineup reduced Apple’s overall shipments.

Memory costs push prices higher

Counterpoint attributed the global downturn to shortages and higher prices for memory chips. The firm estimates that smartphone retail prices worldwide have risen 20% so far this year, while demand for premium devices has held up better than demand for budget phones.