Apple's market share exceeded 20% for the first time in Q3, while Samsung gained momentum from the Galaxy Z Fold8. Meanwhile, global smartphone prices have risen by 20% this year.
Counterpoint Research, a technology market research firm, reported on the global smartphone market in Q3 2026, covering July through September. It found that smartphone shipments dropped 20% compared to the same period last year, marking the lowest Q3 shipment volume in 14 years.
The main cause was the ongoing memory chip shortage. Yet, amid this shrinking market, only Apple and Samsung increased their market shares.
Samsung held the top spot with a 23% market share, up from 19% in the same quarter last year. Apple followed closely with 22%, up from 18%.
Ranks three to five all saw declines: Xiaomi dropped to 10% from 14%, Oppo fell from 12% to 9%, and Vivo slightly decreased to 8% from 9%.
Counterpoint Research explained Samsung's growth came from launching new foldable phones like the Galaxy Z Fold8, Galaxy Z Fold8 Ultra, and Galaxy Z Flip8, with the Galaxy Z Fold8 being the most popular model.
Apple surpassed 20% market share for the first time in Q3 since tracking began. This quarter included the early phase ofthe launch periodfor the iPhone 18 Pro and iPhone 18 Pro Max. Counterpoint noted that demand for premium smartphones remains stable, while the budget segment is pressured by rising device prices driven by increasing memory costs.
Counterpoint Research stated that global retail smartphone prices have risen 20% since the start of the year and forecast a challenging outlook for the remainder of the year. Smartphone makers are focusing more on profitability than shipment volume, leading to production cuts, fewer model variants, and greater emphasis on premium products continuing.
Source:Counterpoint Research