According to Counterpoint Research, Apple and Samsung were the only major smartphone chip vendors to gain market share in Q3 2026, as global shipments declined 21% year-over-year. Apple's market share increased from 17% to 21%, securing third place globally. MediaTek led with 28% (down 6 points), while Qualcomm held 22% (down from 25%).
UNISOC ranked fourth with 13%, and Samsung fifth with 8% (up from 6%). The downturn was driven by rising memory costs and slowing demand, with Counterpoint expecting a further 20% decline in 2026. During Apple's fiscal Q4 earnings call, the company described current memory pricing as "unprecedented," warning of continued pressure on profit margins.
Counterpoint noted three flagship launches in September based on TSMC's 2nm process: Apple's A20 series, MediaTek's Dimensity 9600 Pro, and Qualcomm's Snapdragon 8 Elite Gen 6 series, expected to boost Q4 premium shipments despite remaining below Q4 2025 levels.
Source: 9to5Mac · Summarized by HeadlinesBriefing