Apple raised its global smartphone market share to 22% in the third quarter of 2026, exceeding 20% for the first time in any third quarter, even as its shipments fell year over year. According to Counterpoint Research, global smartphone shipments dropped 20% to their lowest third-quarter level since 2012, largely because Apple had no base iPhone 18 to launch that month. Stronger iPhone 18 Pro launches, particularly in China and India, and continued demand for the iPhone 17 limited the decline. Samsung kept the top spot with a 23% share, while Xiaomi fell to 10% as it pulled back from lower-priced products, and OPPO and vivo held 9% and 8%. Rising memory costs pushed global retail smartphone prices up about 20% so far in 2026, and Counterpoint expects makers to keep prioritizing profitability over shipment growth through the rest of the year.
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Related tickers and likely impact
AAPL
▲ Likely positiveApple Inc.
Relevance: high
| Market | US stocks |
|---|---|
| Sector | Information Technology |
| Industry | Technology Hardware, Storage & Peripherals |
| Market cap | $4.9T |
| Close on 10/09/2026 | 336.64 |
| Change that session | -1.11% |
Impact is scored by AI from the headline and may be wrong. It is not investment advice.
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