iPhone Hits Record 22% Q3 Share as Smartphone Market Falls 20%

Counterpoint says the volume decline was driven largely by the absence of a base iPhone 18, which meant a smaller channel fill in launch month than the full iPhone 17 lineup managed a year earlier. The iPhone 18 Pro models still had a stronger launch than their predecessors, particularly in China and India, and continued demand for the iPhone 17 series helped soften the drop.

Apple also joined the industry-wide move toward higher prices, though Counterpoint says the effect landed only in the final weeks of the quarter. The report does not give absolute shipment numbers, and the sources agree on the headline figures.

Counterpoint does not expect a quick rebound. It says manufacturers are now prioritizing profitability over shipment volumes amid elevated component costs and weaker affordability, and that a meaningful recovery is unlikely until costs fall and supply improves. Price-sensitive buyers should expect more pressure from higher device prices and tighter component availability.

For Tunisia, no local launch dates or prices tied to this report have been announced, so treat any figures you see as global. If you are planning an upgrade, the practical read is that discounts may be harder to find in the coming months, while Pro models and the iPhone 17 line are likely to stay in demand.