Apple Set for Share Gains as Smartphone Shipments Drop 13% and Rolls Out Business Platform
Global smartphone shipments are forecast to decline 13% to 1.1 billion in 2026, yet Apple is the only brand projected to see positive net switching rates driven by upgrade eligibility and device quality. Apple will launch its Apple Business platform—including Maps ads and AppleCare+ subscriptions—in 200 regions on April 14.
1. Smartphone Market Outlook
Global smartphone shipments are expected to drop 13% to 1.1 billion units in 2026, down from previous forecasts of 1.3 billion. The industry is then projected to recover 3% in 2027 to 1.14 billion units, reflecting broader demand challenges.
2. Apple’s Share and Foldable Interest
Survey data indicates Apple is the only major smartphone brand set to record a positive year-over-year net switching rate in both the US and China. Prospective upgraders cite advanced features and eligibility, while switchers in China prioritize device quality; 27% of current users express strong interest in a foldable iPhone.
3. Apple Business Platform Launch
Apple will introduce its Apple Business platform on April 14 in over 200 regions, integrating cloud services, device management, iCloud storage, and AppleCare+ subscriptions. A key feature is advertising on Apple Maps search results, offering companies new recurring revenue streams without compromising on-device privacy.