Apple iPhone Share Hits Record 23.6% as Memory Costs Drive 16.7% Shipment Slump
Updated
Updated · Computerworld · Aug 28
Apple iPhone Share Hits Record 23.6% as Memory Costs Drive 16.7% Shipment Slump
3 articles · Updated · Computerworld · Aug 28
Summary
iOS gained nearly 4 percentage points to a record 23.6% global smartphone share in 2026, while Android lost 7 points as rising component costs squeezed the broader market.
A memory-price surge is forcing rivals to raise prices, cut models or exit markets, while Apple has largely held iPhone pricing steady and pushed further into mid-range phones with its 'e' series.
IDC expects global smartphone shipments to fall a record 16.7% this year even as average selling prices jump 27.6% to about $581, leaving premium vendors with scale more resilient.
Regional data show the same pattern: Apple gained share in Europe as its slice rose to 34% from 25%, while iPhone share also climbed in the Middle East, Africa and India despite shipment declines.
The next test is pricing: Apple is widely expected to add $100 to iPhone prices soon, while betting foldables and new AI features, including a China tie-up with Alibaba, sustain demand.