In a year that has seen fluctuations in pricing for several of its products, Apple continues to solidify its standing as a leader in technology. Despite recent price hikes for iPads and MacBooks, a new report from Counterpoint Research reveals positive trends for Apple's iPhone, iPad, and Mac divisions. The company's ability to maintain strong market share in an increasingly competitive landscape is noteworthy, especially as it navigates through 2026 with anticipated growth across multiple product lines.
Apple vs. Samsung: A One-Sided Contest
Recent data indicates that the competitive battle between Apple and Samsung for smartphone supremacy is tilting heavily in Apple's favor this year. For the last few years, the rivalry has been intense, with each company fighting for the top spot in global smartphone shipments. But projections show that while Apple is likely to keep iPhone sales flat in 2026, other leading competitors are expected to experience notable double-digit declines. This stability positions Apple to confidently increase its market share from 23% to 25%.
A Stronghold in the Tablet Market
The tablet market is another area where Apple is expected to excel. Despite recent increases in iPad prices, the company is forecasted to expand its volume and market share, with nearly 40% of tablets sold globally being iPads. The popularity of the M4-powered iPad Air models and last year’s iPad Pro (M5) will contribute to this growth, along with new models anticipated by the year's end.
Impressive Growth in Mac and Wearable Devices
While Apple's computers held a modest 9% share in 2025, the projected rise to 12% in 2026 represents a significant jump, especially in a declining laptop segment. Key to this success will be the new MacBook Neo. Similarly, the Apple Watch is expected to see an increase in market share from 20% to 23% in 2026, driven by popular models like the Apple Watch SE 3 and Ultra 3.
Future Trends and Insights
This year, Apple is on track to achieve record market shares across smartphones, tablets, and laptops, although smartwatch growth is anticipated to be minimal compared to previous years. Interestingly, smartwatches are projected to grow by a modest 1% in volume, showcasing their resilience against component price variations. This trend suggests that new models like the Apple Watch Series 11 and Ultra 4 may maintain competitive pricing compared to their predecessors.
