Apple Hits Record iPhone Market Share as Smartphone Sales Plunge 20%

The global smartphone market just recorded its worst third quarter in 14 years, but Apple managed to grab a record share of shipments even as fewer people bought new phones.

Worldwide smartphone shipments plunged 20% year over year in Q3 2026, hitting their lowest third-quarter level since 2012, according to new data from Counterpoint Research. The drop follows an 11% decline in the second quarter, as an ongoing memory shortage continues to drive up smartphone prices.

Counterpoint says rising DRAM and NAND memory costs are making phones more expensive to build, forcing manufacturers to raise prices. Global smartphone retail prices have climbed 20% so far in 2026, leaving many consumers less willing to upgrade.

Despite the slowdown, Apple’s global market share climbed to 22%, its highest ever for a third quarter and the first time it has topped 20% during that period.

Apple still shipped fewer iPhones than a year earlier, partly because the regular iPhone 18 won’t launch until spring 2027. However, the iPhone 18 Pro models had a stronger launch than last year’s lineup, particularly in China and India.

Samsung held onto first place with a 23% market share, up from 19% a year earlier, even as its shipments fell 3%. Xiaomi dropped to 12%, while OPPO and vivo accounted for 9% and 8%, respectively. All three Chinese brands saw shipments decline sharply.

“Consumers are holding on to their devices longer than estimated, increasingly considering refurbished devices and prioritizing higher-value devices,” said Counterpoint senior analyst Shilpi Jain.

The impact is already being felt in Canada, where Apple raised the iPhone 18 Pro’s starting price by $150 CAD to $1,749 CAD. The iPhone 18 Pro Max now starts at $1,899 CAD.

And cheaper phones may not be coming anytime soon. Micron has warned that the global RAM shortage could continue beyond 2028, while Counterpoint says smartphone shipments are unlikely to recover significantly until memory prices fall and supply improves.

With new phones getting more expensive, are you planning to keep your current iPhone longer?