Apple Gains Share Amid China Slump

Apple captured 19.5% of smartphone shipments in China during the third quarter of 2026, rising from sixth place to second. The company’s market share increased by 4.8 percentage points compared to the same period in 2025. Huawei remains in first place with a 21.3% share, up 5.3 percentage points year over year.

Counterpoint Research attributes the overall market decline to rising memory prices. Total smartphone shipments in China dropped 10% during the quarter, marking the weakest level in 14 years. Apple and Huawei were the only two leading brands to increase their share of the market.

Other major manufacturers lost ground. Vivo’s share fell by 2.8 points to 15.2%, and OPPO slipped 1.3 points to 15.1%. Xiaomi declined by 1.6 points to 13.5%, while HONOR dropped 2.2 points to 12.7%. Other manufacturers combined lost 2 points, ending the quarter with a 2.8% share.

Counterpoint cites the iPhone 18 Pro series as a driver for Apple’s performance. The firm notes the lineup saw a strong launch, with sales in the first three weeks up 23.5% year over year compared to the iPhone 17 Pro series. The research firm suggests the delayed arrival of the base iPhone 18 may have pushed some buyers toward the Pro models.

These figures contrast with a report from IDC published earlier in the week. IDC estimated that China’s smartphone shipments fell 15.4% year over year in the third quarter. That firm calculated Apple’s share at 17.8% and noted that iPhone shipments declined 4.3% despite the market share gain.

IDC described the global market as weak, estimating worldwide shipments fell a record 22% year over year. Apple posted the smallest decline among the top five manufacturers, with a drop of just 4%.

Counterpoint warns that conditions may remain difficult in the fourth quarter. Higher prices are leading consumers to delay upgrades, wait for promotions, or select refurbished devices. This behavior could add further pressure to demand as the year ends.