Apple Seizes Second Place in China Amid Record 14-Year Market Decline
While the Chinese smartphone industry hit its lowest point in over a decade, Apple and Huawei were the only major brands to grow their market share this quarter.
By Alina Marshall ·
The Chinese smartphone market has contracted to its weakest level in fourteen years, with third-quarter 2026 shipments falling ten percent compared to the same period last year. This downturn, attributed largely to rising memory prices, marks a significant slump for an industry that has long been a global bellwether for consumer technology trends.
Against this backdrop of widespread decline, Apple emerged as a distinct outlier. Counterpoint Research estimates that Apple captured 19.5% of domestic shipments during the quarter, a jump of 4.8 percentage points from the previous year. This surge propelled the company from sixth place to second, leaving only Huawei ahead in the domestic hierarchy.
Huawei also defied the market trend, increasing its share to 21.3%, up 5.3 percentage points year over year. These two companies were the only major brands to gain ground. Every other leading manufacturer saw its position erode, highlighting a widening gap between the top tier and the rest of the field.
The losses among competitors were substantial. Vivo dropped 2.8 percentage points to 15.2%, while OPPO slid 1.3 points to 15.1%. Xiaomi and HONOR also fell, with Xiaomi losing 1.6 points to 13.5% and HONOR declining 2.2 points to 12.7%. Smaller manufacturers combined lost another two points, ending the quarter with a mere 2.8% share.
Counterpoint cites the iPhone 18 Pro series as a primary driver of Apple's ascent, noting that the lineup "saw a strong launch in China." Sales in the first three weeks were up 23.5% year over year compared to the previous generation. The firm also suggests that the delayed arrival of the base iPhone 18 may have pushed consumers toward the more expensive Pro models, further boosting early figures.
These findings contrast with data from IDC, which reported a steeper 15.4% year-over-year drop in Chinese shipments. IDC estimated Apple's share at 17.8%, even as iPhone sales fell 4.3%. Globally, IDC described a record 22% year-over-year decline in shipments, with Apple posting the smallest decline among top five manufacturers at just 4%.
Looking ahead, analysts warn that the difficult conditions may persist. Higher device prices are encouraging consumers to delay upgrades or opt for refurbished units. This shift in behavior could place additional pressure on demand as the industry navigates the final quarter of the year.
Source: 9to5Mac
