Apple iOS Share Hits Record 23.6% As Global Shipments Drop 16.7%
- Global smartphone shipments fall 16.7% in 2026, but market value grows 6.3% to $613 billion
- Apple iOS market share hits record 23.6% as shipments decline only 1.3%
- Android shipments contract 24.3% due to exit from unprofitable entry-level devices
- Memory costs rise over 300%, driving ASPs up 27.6% to $581
- Apple foldable shipments expected to reach 17 million units by 2027
*this image is generated using AI for illustrative purposes only.
IDC projects global smartphone shipments will fall 16.7% in 2026, the steepest decline on record, while total market value rises 6.3% to $613 billion. Apple is best positioned to navigate the downturn, with its iOS market share expected to reach a record 23.6%.
The divergence between volume contraction and value expansion highlights a structural shift driven by cost pressures. Average selling prices are projected to surge 27.6% to $581, offsetting the volume drop. This price increase stems from a severe memory shortage, with NAND and DRAM costs rising more than 300% year over year.
Android Retreats, Apple Gains
Android shipments are expected to contract 24.3% as manufacturers cut lower-priced devices that have become harder to sell profitably. In contrast, Apple faces minimal volume pressure, with iOS shipments forecast to fall only 1.3%.
Huawei is also gaining ground. IDC expects HarmonyOS shipments to nearly triple to 51 million units as the company maintains disciplined pricing and captures share in China.
| Segment | Shipment Change | Market Share / Volume | Key Driver |
|---|---|---|---|
| Global | -16.7% | >1 billion units | Memory cost crisis |
| Android | -24.3% | Declining | Exit from entry-level |
| Apple (iOS) | -1.3% | 23.6% (Record) | Premium positioning |
| Huawei | N/A | 51 million units | China share gain |
What the Numbers Show
The data reveals a stark concentration effect: while the broader market sheds volume, Apple’s near-flat shipment decline (-1.3%) against a massive industry drop (-16.7%) allows it to capture nearly four percentage points of additional market share. This suggests that premium brands are successfully passing on memory cost increases to consumers, whereas smaller vendors cannot absorb these costs or pass them on without losing sales.
Foldables Offer New Growth
Foldable smartphone shipments are expected to rise 12.6% in 2026 to 22.9 million units and accelerate another 18% in 2027. IDC forecasts Apple will ship more than 17 million foldable iPhones in 2027, capturing roughly 40% of global foldable shipments.
Apple’s entry into this category is projected to generate more than $45.7 billion in value, accounting for over half of the category’s total market value. Smaller Android vendors concentrated in entry-level devices face the greatest pressure as the market shifts toward fewer units and higher prices.
How might the 300% surge in NAND and DRAM costs impact the R&D budgets and innovation cycles of mid-tier Android manufacturers in 2026?
What specific supply chain strategies is Apple employing to mitigate the severe memory shortage while maintaining its premium pricing power?
Could Huawei's rapid expansion of HarmonyOS shipments signal a broader fragmentation of the global mobile operating system ecosystem beyond China?
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