While global smartphone shipments fell to their lowest quarterly level since Q3 2012, Apple and Samsung both managed to capture well over a fifth of the market. Despite the ongoing industry-wide RAM shortage that caused a 20% year-over-year decline, the market was dominated by Apple and Samsung, with both companies increasing their market share.
According to a report from Counterpoint Research, iPhones accounted for 22% of all global smartphone shipments, falling only behind Samsung at 23%. Apple's iPhone revenue rose to $54.25 billion in Q3 2026, up 21.7% from $44.58 billion in Q3 2025. The iPhone 18 Pro and iPhone 18 Pro Max reportedly saw a stronger launch in China and India despite higher pricing than predecessors.
Other smartphone manufacturers struggled during the quarter. Xiaomi's market share dropped to 10%, down from 14% in Q3 2025, while Oppo and Vivo held 9% and 8% respectively. The absence of the base model iPhone 18 did not hinder Apple's performance, though the upcoming iPhone Duo foldable device, set to launch on October 23, 2026, may impact future market positioning.
Source: AppleInsider · Summarized by HeadlinesBriefing