Apple Jumps to Second in China as iPhone 18 Pro Sales Beat Expectations

China's smartphone sector contracted sharply in the third quarter of 2026, yet Apple secured a larger slice of the shrinking pie than any other major competitor. Counterpoint Research reports that total shipments fell 10% compared to the same period in 2025, marking the weakest performance in 14 years. Rising memory costs continue to pressure manufacturers and consumers across the industry.

Apple moved from sixth place to second, trailing only Huawei. The company’s share of Chinese smartphone shipments rose by 4.8 percentage points to reach 19.5%. This gain was driven primarily by the iPhone 18 Pro series, which Counterpoint noted had a strong launch. Sales for the new Pro models were up 23.5% year over year in the first three weeks, outpacing the previous generation. The firm suggests that the delayed release of the base iPhone 18 may have pushed some buyers toward the higher-end Pro options.

Huawei remained the market leader with a 21.3% share, an increase of 5.3 percentage points. It was the only other brand among the top six to gain market position. Every other major manufacturer lost ground. Vivo’s share dropped 2.8 points to 15.2%, and OPPO fell 1.3 points to 15.1%. Xiaomi declined 1.6 points to 13.5%, while HONOR lost 2.2 points to end at 12.7%. Smaller manufacturers combined for a 2.8% share, down 2 points from the prior year.

These figures differ from a report released days earlier by IDC. That firm estimated a steeper 15.4% year-over-year drop in Chinese shipments. IDC calculated Apple’s market share at 17.8%, noting that iPhone unit volume still declined by 4.3% despite the higher share percentage. The discrepancy highlights the varying methodologies used by research firms to track the volatile Chinese market.

Globally, the downturn appears even more severe. IDC estimated that worldwide smartphone shipments fell by a record 22% in the third quarter. Apple experienced the smallest decline among the top five makers, with a 4% drop in units. This relative stability contrasts with the sharper losses reported by other global players.

Counterpoint expects difficult conditions to persist into the fourth quarter. Higher device prices are causing consumers to delay upgrades or seek promotional discounts. Some buyers are also turning to refurbished devices instead of new hardware. This shift in purchasing behavior adds additional pressure to an already softening demand environment.