Counterpoint Research predicts Apple will capture record market share across three major product categories in 2026, with smartphones, tablets, and laptops all reaching new highs. The iPhone is expected to hit 25% market share despite flat shipments, while iPad grows from 35% to 39% and Mac reaches 12%. These gains come as competitors face double-digit shipment declines amid rising component costs.

Apple's pricing strategy gives it an advantage over rivals scrambling to raise prices to maintain margins. While other OEMs increase costs for consumers, Apple has kept iPhone prices stable for now. The company's premium positioning helps absorb supply chain shocks, and affluent buyers are less sensitive to price fluctuations. iPhone 18 Pro models are projected to outperform their predecessors, and the iPhone 17 will carry sales momentum without a newer model competing in 2026.

The MacBook Neo drives Mac growth to 23% market share even as the overall PC market contracts 11%. For tablets, new iPad and iPad mini models help Apple weather industry-wide declines caused by inventory corrections and memory shortages. Apple Watch Ultra 3 and SE 3 availability should push the wearable to 23% share in a smartwatch market growing just 1% annually.

Apple announced price increases across several product categories shortly after the report's release, though iPhones and Watches remained unscathed for now. This market share momentum reflects Apple's stronger supply chain resilience and pricing power compared to Android competitors struggling with component shortages and margin pressure.