Apple captured 22% of global smartphone shipments in the third quarter of 2026, the first time its share crossed 20% in any third quarter and up from 18% a year earlier, according to preliminary figures from Counterpoint Research reported by 9to5Mac, MacRumors, Hypebeast and Business Upturn.

The record came even though Apple shipped fewer devices year over year, and it closed the gap on Samsung, which held first place with a 23% share.

Counterpoint Research found worldwide smartphone shipments fell 20% year over year, the lowest third-quarter level in 14 years, dragged down by memory chip shortages and rising prices.

MacRumors reports the firm estimates global smartphone retail prices have risen 20% so far this year, with premium demand proving more resilient than budget devices. This was the second consecutive quarter, per Counterpoint, in which the industry absorbed the full brunt of the memory crisis.

Apple's own shipments declined, largely because there was no base iPhone 18 alongside the iPhone 18 Pro models in September, producing a smaller launch-month channel fill than the full iPhone 17 lineup a year earlier.

Counterpoint nonetheless reported a stronger debut for the iPhone 18 Pro models than their predecessors, with China and India standing out, while sustained momentum from the iPhone 17 series helped offset the decline.

MacRumors, citing IDC figures reported by Reuters, says Apple's shipment decline in China was 4.3% against a 15.4% contraction for the country overall, whose 57.9 million units marked a sixth consecutive quarter of annual declines.

The same reporting puts Apple second in China with a 17.8% share behind Huawei's 21%, noting the new iPhones exceeded sales expectations.

The downturn hit the top five's Chinese vendors hardest. Xiaomi, OPPO and vivo rounded out the leaderboard at 10%, 9% and 8% respectively, all with shares down from Q3 2025, according to the pack's reports.

Business Upturn adds that Xiaomi's shipments fell more than 30%, partly because the company reduced exposure to lower-priced devices to protect profitability, while OPPO and vivo each saw declines exceeding 20%.

Counterpoint expects challenging conditions through the rest of 2026, with OEMs prioritizing profitability over shipment volumes amid elevated component costs and weaker affordability, meaning a meaningful recovery is unlikely until supply conditions improve.

Price-sensitive buyers face continued pressure from higher prices and limited components, widening the divide between resilient premium demand and a squeezed budget segment.

Business Upturn notes Samsung's gain also rested on Galaxy Z Fold8 demand and steadier mid-range component supplies, meaning both leaders won relatively, not absolutely.