China’s smartphone shipments declined 10% year-over-year (YoY) in quarter three (Q3) 2026, hitting a 14-year low amid continued memory price hikes, according to new data from Counterpoint Research.
China-based Huawei and Apple captured 40% of shipments, widening their lead over rivals and suggesting that a strong premium presence is a market share advantage during the memory crisis, notes the research group.
Apple ranked second with a 19.5% market share in Q3. The iPhone 18 Pro series saw a strong launch in China, with sales in the first three weeks up 23.5% YoY compared with the iPhone 17 Pro series. The delayed launch of the base iPhone 18 may have encouraged some consumers to trade up to the Pro models, supporting their early sales momentum, according to Counterpoint.
With both Huawei and Apple now raising prices, the extent of cost inflation suggests that manufacturers are increasingly unable to fully absorb the higher component costs. As price increases become more widespread, consumers are responding by delaying upgrades, waiting for major promotional periods to purchase, or turning to the refurbished market for more affordable options. Counterpoint says these behaviors could further weaken smartphone demand and put additional pressure on fourth quarter sales.
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