Apple now earns about half of all global smartphone revenue, even though the total number of phones shipped fell sharply. This shift shows how price can outweigh volume in the market.

According to market‑research firm Counterpoint Research, Apple’s smartphone revenue grew 17 % year‑on‑year in the third quarter, giving the company its highest revenue share on record for that period. The growth came despite a broader slowdown in the industry.

The average price of an iPhone rose 19 % year‑on‑year, driven by strong demand for the iPhone 17 lineup and early sales of the higher‑priced iPhone 18 Pro, Counterpoint said. Higher prices lifted Apple’s overall earnings even as fewer units were sold.

Worldwide smartphone shipments fell 19 % year‑on‑year in the third quarter, yet total industry revenue still rose 3 % to $114 billion, according to Counterpoint. At the same time, the average wholesale price of a smartphone climbed 27 % to a record $442, reflecting higher device prices and demand for premium models.

Samsung kept the largest shipment share at 22 % while Apple held 21 %, Counterpoint reported. Nevertheless, Apple captured about half of global smartphone revenue, showing that premium pricing can outweigh a smaller shipment share.

The data illustrate that Apple’s strategy of selling fewer, but more expensive, phones allowed it to dominate revenue despite a shrinking market. For companies, the case highlights how focusing on high‑margin models can reshape market leadership.