Counterpoint Research revealed that Apple lifted iPhone sales by 10% year‑over‑year between May 11‑17, 2026, even as the worldwide smartphone market fell 8% for a ninth straight week. Huawei joined the upturn, posting a 23% jump, while Samsung, Oppo, Xiaomi, and Vivo all saw declines.

The report explains that persistent memory price hikes forced OEMs to trim features, tweak launch schedules, and tighten channel costs. Tarun Pathak noted that supply‑chain stability and pricing execution have widened the gap between the top two brands and the rest of the market.

Apple’s CEO Tim Cook confirmed that price increases will accompany new releases amid the RAM shortage, but he stopped short of detailing adjustments to current models. The data underscore how a few companies can thrive even as the broader industry contracts.