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Every second dollar of smartphone sales in the third quarter went to Apple. While the market is shrinking significantly in terms of unit sales, revenue is still rising. This is primarily due to the fact that an iPhone brings in an average of $1,031, more than ever before.
The latest report from Counterpoint Research, dated November 3rd, continues a trend: Apple's revenue share was 48 percent in the first quarter and 49 percent in the second. Now it's 50 percent, up from 44 percent a year earlier.
This is Apple's highest share and highest revenue in a third quarter. However, this share is not an all-time high: Counterpoint's chart shows it significantly higher in the Christmas quarter of 2025. The data for the third quarter is preliminary.
Key Facts at a Glance
- Apple accounted for 50 percent of global smartphone sales in the third quarter of 2026.
- The market grew in revenue by 3 percent to $114 billion, while deliveries fell by 19 percent.
- Apple's average price rose by 19 percent to a record high of $1,031.
- Samsung remains just ahead of Apple in terms of unit sales, with 22 percent compared to Apple's 21 percent.
Fewer devices, more revenue
The market generated $114 billion, despite 19 percent fewer smartphones being shipped compared to the same quarter last year. This was achieved because the global average price rose by 27 percent to $442, the highest figure Counterpoint has ever recorded for a quarter. Market researchers cite the inclusion of more expensive models and price increases due to storage costs as the reasons.
Apple's revenue grew by 17 percent, Samsung's by 14 percent. Xiaomi's revenue remained at the previous year's level.
| Manufacturer | Revenue share | Average price | Share of deliveries |
|---|---|---|---|
| Apple | 50 % | 1.031 $ | 21 % |
| Samsung | 19 % | 367 $ | 22 % |
| Xiaomi | 6 % | 210 $ | 12 % |
| OPPO | 5 % | 267 $ | 9 % |
| vivo | 4 % | 258 $ | 8 % |
The average prices are based on wholesale prices, not what customers pay in stores. If you exclude Apple, the combined revenue and sales share for all other manufacturers is around $280 per device. An iPhone, therefore, brings in approximately 3.7 times that amount.
Why the average iPhone price is rising so sharply
In the second quarter, the average price of an iPhone was $946, compared to $908 in the first quarter. According to Counterpoint, the 19 percent year-over-year increase is due to the higher launch prices of the iPhone 18 Pro series, the absence of the regular iPhone 18 at launch, and price increases for older models in September. Research Director Tarun Pathak sees Apple in a special position:
Apple has the pricing power to absorb rising storage costs and pass them on to customers with minimal impact on demand.
| Quarter | Apple's revenue share | Average iPhone price |
|---|---|---|
| Q3 2025 | 44 % | 870 $ |
| Q1 2026 | 48 % | 908 $ |
| Q2 2026 | 49 % | 946 $ |
| Q3 2026 | 50 % | 1.031 $ |
The price hike hit Germany harder than the US. There, the iPhone 16, iPhone 17, and iPhone 17e increased by $100, while in Germany the increase was €150. In the second quarter, Apple had largely absorbed the additional costs itself.
Deviation from the report of October
In its initial report on October 12, Counterpoint cited Apple's shipment share of 22 percent, Samsung's 23 percent, and a 20 percent decline for the market as a whole. The November 3 report now lists 21 percent, 22 percent, and a 19 percent decrease, respectively. Counterpoint also now describes Apple's own shipments as virtually unchanged, whereas the October report indicated a decline.
The trend remains the same in both reports: Apple exceeds the 20 percent mark for the first time in a third quarter, and Samsung is slightly ahead.
Record at the expense of buyers
I find the record less impressive than 50 percent sounds. A large part of it stems from higher prices and a quarter in which the regular iPhone 18 was still unavailable. Anyone buying an iPhone right now is essentially paying for this record.
I expect the average price to drop again once the regular iPhone 18 is released as expected in spring 2027. This shouldn't change the gap to the rest of the market much; it was already around 3.7 times higher in the second quarter before Apple's price increase.
Would you wait longer to upgrade your current iPhone because of the increased prices, or are you willing to accept the higher price? Let us know in the comments how much longer your iPhone needs to last.
