iPhone without price increase: Apple benefits in market share
The entire smartphone industry is groaning under the memory crisis. The exception is Apple: iPhones have not become more expensive and sales continue to rise.
Advertisement for an iPhone 17 Pro: Currently, they are selling like hotcakes, say market researchers.
(Image: Savvapanf Photo / Shutterstock)
While Macs, iPads, and even (significantly outdated) Apple accessories have become partly significantly pricier, Apple has not yet raised its iPhone prices, despite rumors to the contrary. The company now seems to be benefiting from this. According to the latest global market survey by Omdia, the overall smartphone market declined by 4 percent in the second quarter of 2026. Apple achieved its highest market share to date of 20 percent in a second quarter, which is usually very quiet.
However, Samsung took first place with 22 percent – apparently because the company succeeded with the Galaxy S26 in scoring in the premium segment and competing with cheaper models from Chinese entry-level brands.
iPhone 17 Series as an Upgrade Driver
Apple is also said to have benefited from the fact that the company did not increase prices. The iPhone 17 series has achieved “one of the strongest upgrade cycles in Apple's history”, writes Omdia. Competitors are far behind Samsung and Apple: Xiaomi is at 11 percent and Oppo at 10 percent. Vivo came in fifth with 8 percent of market share. This means a US company, a South Korean firm, and three Chinese manufacturers share the top five. According to market research firm IDC, the stable iPhone 17 prices helped Apple especially in China.
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One area where Apple does not compete is said to have suffered particularly: the category of smartphones in the under-400-US-dollar range. According to Omdia, this is where the most difficulties were encountered in purchasing affordable components like RAM and NAND, as margins are very thin. Up to 60 percent of component costs for budget smartphones are for storage, while for high-end models, this is currently around 30 percent.
Calculations for the iPhone 18
Apple currently seems to be planning to increase its iPhone prices with the iPhone 18 series. This year, it is reportedly planned to launch the iPhone 18 Pro and 18 Pro Max along with the new iPhone foldable (“iPhone Ultra”) in September, with the iPhone 18, 18e and Air 2 reportedly following in spring 2027.
Preliminary calculations of the Bill of Materials (BoM) price list for the iPhone 18 Pro Max indicate that Apple will likely have to pay up to $300 more to procure the components for the 1 TB model. The margin could shrink, while a (presumably noticeable) price increase is to be expected.
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