Apple Captures 22% of Q3 Smartphone Market as Global Shipments Sink 20%
Updated
Updated · Yahoo Finance · Oct 12
Apple Captures 22% of Q3 Smartphone Market as Global Shipments Sink 20%
3 articles · Updated · Yahoo Finance · Oct 12
Summary
Apple lifted its global smartphone share to 22% in Q3 2026, the first time it has topped 20% in any third quarter, even though its own shipments still fell year over year.
Counterpoint said the gain came as global smartphone shipments dropped 20% to the weakest third-quarter level since 2012, squeezed by rising DRAM and NAND costs and tighter supply.
Apple's shipment decline reflected the lack of a base iPhone 18 at launch, but stronger iPhone 18 Pro demand in China and India and continued iPhone 17 sales softened the hit.
Samsung still led the market with a 23% share after a 3% shipment decline, while Xiaomi's shipments fell more than 30% and its share slid to 10%.
Global retail smartphone prices are up about 20% so far in 2026, with consumers holding phones longer and favoring premium or refurbished models over the mass market.