Apple Now Takes Half of All the Money in Smartphones — Its Record Q3 Revenue Share

Apple recorded its highest-ever third-quarter revenue and captured a record 50% share of global smartphone revenue in Q3 2026, according to Counterpoint Research. Apple's revenue grew 17% year over year, with its average selling price rising 19%, supported by strong demand for the iPhone 17 series and early traction of the iPhone 18 Pro. It is the clearest picture yet of a market where the money is concentrating at the top — half of every dollar spent on smartphones now goes to Apple.

Fewer phones, more money

The global smartphone market earned more money while selling fewer phones. Global revenue rose 3% year over year to $114 billion despite shipments falling 19%, with the global average selling price rising 27% year over year to a record $442. Senior Analyst Shilpi Jain explained the volume-versus-value trade-off: the market is selling fewer phones but earning more from each one. Counterpoint Research Director Tarun Pathak said Apple proved to be the most resilient major brand in the quarter, with shipments nearly flat and pricing power allowing it to absorb rising memory costs — the same memory costs that have been squeezing margins across the industry.

The rest of the market

Samsung was second with a 19% revenue share, its revenue up 14%, while remaining the largest brand by shipments with a 22% share; its average selling price rose 21% to $367. Xiaomi's revenue was flat while its average selling price rose by double digits. OPPO's revenue fell 26% and vivo's fell 22%, showing how hard the quarter was for brands without Apple's pricing power. The gap between Apple and the rest is now wide: Apple alone takes half of the revenue, Samsung takes just under a fifth, and every other brand shares what is left.

What comes next

The picture is not expected to stay this strong. Q4 2026 revenue is expected to contract as shipment declines outpace average-selling-price growth, and prices are expected to keep rising in 2027, with cost relief only in 2028. Apple's pricing power has carried it through the memory crunch so far, but the rest of the market is still waiting for relief — and consumers are paying more for their phones in the meantime.

Sources

• Counterpoint Research — Global Smartphone Revenue Defies Shipment Slump, Rising 3% YoY