Apple’s iPhone accounted for 22% of worldwide smartphone shipments in the third quarter of 2026, a third-quarter record, even though the company’s overall iPhone shipments declined, according to preliminary figures from Counterpoint Research. Samsung led the period with 23% of shipments, while the industry shipped 20% fewer smartphones year-on-year, producing the lowest July-to-September total since 2012.
iPhone launch strategy and performance
Counterpoint said Apple shipped fewer new devices to retail channels this year because it did not release a standard iPhone 18 alongside the iPhone 18 Pro models in September, reducing its shipment volume compared with last year’s iPhone 17 launch. Despite that, the research firm reported a stronger debut for the iPhone 18 Pro models than for the previous Pro generation, with particularly notable sales in China and India. Demand for the iPhone 17 also continued to support Apple’s shipments through the quarter.
China results and market ranking
Separate IDC figures put Apple’s shipment decline in China at 4.3%, versus a 15.4% contraction for the country as a whole; China’s total of 57.9 million units marked a sixth consecutive quarter of annual declines. Apple was second in the Chinese market with a 17.8% share, behind Huawei at 21%. IDC said the newly released iPhones exceeded sales expectations, but the smaller selection of new models reduced Apple’s overall shipments in the market.
Global downturn linked to chip shortages and price rises
Counterpoint linked the worldwide decline to memory chip shortages and rising chip prices, which have increased manufacturing costs. The firm estimates that smartphone retail prices have risen 20% globally so far this year, and it said demand for premium smartphones has been more resilient than for budget devices.
