GoKawiilApple hits record 22% smartphone share in Q3 as global shipments fall 20%
Counterpoint Research reports smartphone shipments dropped 20% year-over-year in Q3, the weakest third quarter since 2012, as DRAM and NAND price surges pushed retail phone prices up 20% this year. Despite falling shipment volumes, Samsung and Apple both grew market share, with Samsung reaching 23% and Apple hitting 22%—its highest-ever Q3 share—even before releasing the base iPhone 18.
GoKawiil's interpretation of the reporting above, not reported fact.
The memory shortage appears to be reshaping buying habits, with Counterpoint noting consumers are holding onto phones longer or buying refurbished models, while others trade up to premium devices—a split that could favor established brands with strong flagship lineups. Samsung's gains tied to early Galaxy Fold 8 demand and Apple's rise ahead of a full iPhone 18 lineup suggest that brand strength and existing product momentum may be helping top players weather supply pressures better than smaller competitors.
- Global smartphone shipments fell 20% year-over-year, the lowest Q3 total since 2012.
- Rising DRAM and NAND costs have pushed average retail phone prices up 20% in 2025.
- Samsung and Apple grew market share to 23% and 22% respectively despite overall shipment declines.
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See Apple iPhone 16 on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: engadget.com — Igor Bonifacic, 2026-10-13
Published there as: “Apple's iPhone market share rose despite a downturn in smartphone shipments”
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