China Smartphone Market: Apple Gains Ground Amid 10% Decline

Apple moved up four spots to claim the second largest share of the Chinese smartphone market in the third quarter of 2026. The company achieved this rise during a period when total device shipments in the country fell to their lowest point in 14 years. According to data from Counterpoint Research, the overall market contracted by 10% compared to the same period in 2025.

Apple captured 19.5% of all smartphone shipments in China during the quarter. This represented a 4.8 percentage point increase from the previous year. Only Huawei, which held a 21.3% share, maintained a position above Apple. The research firm noted that rising memory prices contributed to the industry-wide downturn, yet Apple and Huawei were the only two of the top six brands to increase their market share.

The other major competitors lost ground during the period. Vivo saw its share drop by 2.8 percentage points to 15.2%, while OPPO declined by 1.3 points to 15.1%. Xiaomi fell 1.6 points to 13.5%, and HONOR decreased by 2.2 points to 12.7%. All other manufacturers combined accounted for 2.8% of the market, down from 4.8% a year earlier.

Counterpoint attributed Apple’s performance partly to the iPhone 18 Pro series. The report stated that the new lineup saw a strong launch, with sales in the first three weeks up 23.5% year over year compared to the iPhone 17 Pro. The firm suggested that the delayed release of the base iPhone 18 may have shifted some customers toward the more expensive Pro models.

IDC released a separate report days earlier with differing figures. That firm estimated Chinese smartphone shipments fell 15.4% year over year in the quarter. IDC calculated Apple’s market share at 17.8%, even as its global iPhone shipments declined by 4.3%. The firm also reported that worldwide smartphone shipments dropped by a record 22% during the same period.

Counterpoint warned that demand pressures could persist into the fourth quarter. Higher device prices are leading consumers to delay upgrades or purchase refurbished units. This shift in buying behavior adds further strain on an already weakening market.