14-year low: Apple iPhone reaches record market share in 20% smaller smartphone market
According to the latest analysis by Counterpoint Research a total of 20 percent fewer smartphones were shipped in the third quarter of 2026 than in the same period last year. This reportedly brings the market to a 14-year low.
Unsurprisingly, the reason is the DRAM crisis, as rising costs for RAM and NAND flash storage are said to have caused the average price of a smartphone to increase by 20 percent. The entry-level and mid-range segments are hit particularly hard by rising prices, while consumers are reportedly keeping their smartphones for longer and increasingly considering refurbished products. Demand for premium smartphones, on the other hand, remains comparatively stable.
Not least for this reason, both Samsung and Apple were able to increase their market share. Samsung was the world's largest smartphone manufacturer in the third quarter with a 23 percent market share, closely followed by Apple with 22 percent. According to Counterpoint Research, this marks the first time Apple has achieved a market share of more than 20 percent in a third quarter. However, neither manufacturer was able to sell quite as many smartphones as in the same quarter last year.
The situation at Xiaomi is significantly more dramatic, as sales slumped by 30 percent, primarily because Xiaomi has many lower-priced models in its lineup. Oppo and Vivo also had to contend with declines of more than 20 percent each. According to Counterpoint Research, there is currently no improvement in sight, and smartphone manufacturers are expected to focus primarily on premium models in the coming months to protect profit margins at the expense of unit sales.
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