Apple Takes Record 22% Share of Shrinking Smartphone Market

Apple's share of global smartphone shipments hit a record 22% in Q3 2026, just behind Samsung's 23%, per Counterpoint Research. Industry-wide shipments fell 20% to their lowest level since 2012 amid memory chip shortages, with retail prices up 20% this year.

• Apple's share hit a record 22%, Samsung held 23%
• Global smartphone shipments fell 20% to lowest since 2012
• Apple's China shipments fell 4.3% vs 15.4% market decline
• Smartphone retail prices rose 20% globally this year