Mainland China’s smartphone shipments declined 12% year-over-year (YoY) to 59.3 million units in the third quarter (3Q) of 2026, marking the market’s lowest third-quarter shipment level since 2013, according to Omdia’s latest research. But it was good news for Apple.
The smartphone sales decline accelerated from the 2% drop recorded in the second quarter of 2026, as persistently high memory costs and increasingly cautious consumer replacement behavior contributed to diverging vendor performance, according to Omdia.
China-based Huawei shipped 12.4 million units, up 18% YoY, maintaining its leading position with a 21% share. Apple ranked second with 11.6 million units shipped, up 15% YoY, capturing a 20% share.
Apple held prices on existing models steady ahead of new product launches, encouraging earlier channel stocking and building momentum for the the fourth quarter of 2026 launch window. Higher costs and softer demand led to shipment. declines among other Android vendors.
With Apple’s new iPhone launches and a wave of flagship releases from domestic vendors, the this quarter of 2026 would normally have marked a peak period for flagship upgrades. However, Omdia says cost pressures kept shipments below expectations. Maintaining brand momentum while protecting profitability remains a key challenge for all vendors.
Apple adjusted its product launch schedule this year, formally implementing a strategy of launching only Pro models in September, while moving the launches of standard and other models to 2027. This shift in Apple’s launch cycle will not only reshape its annual shipment trajectory but also alter the competitive windows available to domestic vendors.
Omdia says domestic vendors may need to adjust their launch schedules, resource allocation and product portfolio strategies to capitalize on the opportunities created by Apple’s revised launch cycle.
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