AAPL · News · 20260920N

Competition and Market Share

Apple Inc. · 2026-09-20 · Importance 20 · Surprise 24

Samsung reportedly recaptured the lead in the global smartphone market during the week of Apple’s iPhone 18 Pro launch. The development indicates renewed competitive pressure on Apple in the worldwide smartphone market. Apple’s higher-priced iPhone 18 Pro lineup and carrier promotions are being positioned as tools to support upgrade demand against that competition.