Apple Rises to Second in China as Phone Sales Hit Record Low

Apple moved from sixth to second place in the Chinese smartphone market during the third quarter of 2026. The company achieved this rise while the overall industry experienced its weakest performance in fourteen years. Counterpoint Research released data showing that total shipments in the region fell by 10 percent compared to the same period in the previous year. Rising memory prices were identified as a primary factor weighing on the sector.

The firm estimates Apple secured 19.5 percent of smartphone shipments in China during the quarter. This represents an increase of 4.8 percentage points from a year earlier. Huawei remained the market leader with a 21.3 percent share, a gain of 5.3 percentage points over the prior year. Among the top six brands, only Apple and Huawei increased their market positions. All other major competitors lost ground during the period.

Vivo saw its share drop by 2.8 percentage points to 15.2 percent. OPPO slipped 1.3 points to finish with 15.1 percent of the market. Xiaomi declined by 1.6 points to 13.5 percent, while HONOR fell 2.2 points to 12.7 percent. Manufacturers outside the top six combined for a 2.8 percent share, a decrease of two points from the previous year.

Counterpoint attributed Apple's performance to the iPhone 18 Pro series. The report states the lineup saw a strong launch in China, with sales in the first three weeks up 23.5 percent year over year. This figure compares favorably to the initial sales of the iPhone 17 Pro series. The research firm suggested that the delayed arrival of the base iPhone 18 may have pushed some consumers toward the higher-end Pro models.

IDC published a separate report a few days prior that offered differing estimates. That firm reported a 15.4 percent year over year drop in Chinese smartphone shipments for the quarter. IDC calculated Apple's share at 17.8 percent, noting that iPhone shipments specifically declined by 4.3 percent. The firm also indicated that global smartphone shipments fell by a record 22 percent during the same period. Apple recorded the smallest decline among the top five global manufacturers, at 4 percent.

Counterpoint warned that market conditions could remain challenging in the coming months. Higher device prices are prompting consumers to delay upgrades or wait for promotional periods. Some buyers are also turning to refurbished devices instead of new purchases. These behaviors may exert additional pressure on demand during the fourth quarter of 2026.