Despite price pressure and supply bottlenecks, things are going well for Apple: According to a new market analysis, the company will achieve its highest market share ever in three major product categories in 2026 – smartphones, laptops, and tablets. Apple is also continuing to gain ground with smartwatches.
While Apple has just recently raised prices on numerous products, a recent forecast paints a remarkably positive picture of its market position. Market research firm Counterpoint Research expects Apple to gain market share in four key device categories by 2026 – and to reach record levels in three of them. This is particularly noteworthy because the entire industry is struggling with rising storage costs.
Records for smartphones, laptops and tablets
According to the forecast, Apple is improving in all four segments considered. The strongest growth is expected for the iPad, whose market share is projected to rise from 35 to 39 percent. The iPhone is expected to increase by two percentage points to 25 percent, while the Apple Watch and Mac are each expected to gain three percentage points, reaching 23 and 12 percent respectively. Three of these figures – for smartphones, laptops, and tablets – would represent the highest market share ever recorded for Apple in their respective categories.
| Product category | Share 2025 | Forecast 2026 |
|---|---|---|
| Tablets (iPad) | 35 % | 39 % |
| Smartphones (iPhone) | 23 % | 25 % |
| Wearables (Apple Watch) | 20 % | 23 % |
| Laptops (Mac) | 9 % | 12 % |
Why Apple is stronger than the competition
The analysis attributes the gains to Apple's comparatively robust position in the face of rising memory prices. While many competitors are expected to experience double-digit declines in unit sales, Apple's iPhone shipments are projected to remain stable throughout the year. Other manufacturers would have to raise prices to protect their margins - a step Apple has not yet taken with the iPhone. Furthermore, the high-margin premium segment is better able to absorb price increases, and wealthier buyers are less sensitive to price hikes.
The iPhone factor
The expectations for the iPhone are particularly revealing. Despite stable sales figures, Apple is expected to achieve its highest smartphone market share to date, at around 25 percent. The analysis predicts that the upcoming iPhone 18 Pro series will outsell the current Pro generation. At the same time, the iPhone 17 is likely to remain in high demand, as the regular iPhone 18 will not be released until later in 2026. This staggered model strategy keeps the product portfolio attractive throughout the year.
Strong figures meet rising prices
The forecast appeared just one day before Apple raised prices on several product lines – the iPhone and Apple Watch were initially excluded. Should the figures prove accurate, Apple would gain market share precisely during a period of increasing cost pressures. This underscores how much strength in the premium segment pays off, especially when the entire industry is under pressure. Whether Apple can maintain this position will likely depend on how consistently the company adjusts its prices in the coming months. (Image: Shutterstock / Who is Danny)
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