Apple claimed a record 22 per cent share of global smartphone shipments in the third quarter of 2026, Counterpoint Research reported today, as the wider market fell 20 per cent year-on-year to its lowest third-quarter level in 14 years.
Samsung remained the worldwide leader with 23 per cent, followed by Xiaomi (10 per cent), OPPO (9 per cent) and vivo (8 per cent). Apple’s own shipment volume declined year-on-year, partly because the base iPhone 18 was not part of the launch lineup, giving a smaller channel fill in the launch month than the full iPhone 17 range a year earlier. However, demand for the iPhone 18 Pro models was stronger than their predecessors, especially in China and India, and continued sales of the iPhone 17 series helped limit the drop. PC shipments also fell sharply in Q3 2026, and Apple overtook Samsung as Europe’s leading carrier smartphone brand in Q2 2026.
Counterpoint noted that the smartphone market has endured two successive quarters affected by a memory-related supply crisis. Manufacturers are focusing on profitability over shipment volumes because of higher component costs and weaker consumer affordability, and a meaningful volume recovery is unlikely until costs come down and supply improves.