In the third quarter of 2026, China's smartphone shipments declined by 10% year-on-year, reaching a new low for the same period since 2012. Affected by rising storage prices, increased bill-of-materials costs, and supply shortages, the decline widened further in the second half of the year. Huawei led the market with a 21.3% share, experiencing a 19% year-on-year increase in shipments. However, product price hikes starting from September may impact subsequent sales. Apple followed closely with a 19.5% share, as the iPhone 18 Pro series performed strongly, while the delayed release of the base model iPhone 18 also boosted initial sales of the Pro series. In September, China saw a wave of flagship phone launches. Android vendors adjusted their product lineups and expanded price ranges to absorb the pressure of rising component costs while controlling the increase in starting prices, balancing average selling price growth with minimizing the negative impact of price hikes on sales. However, amid widespread industry-wide price increases, consumers are more inclined to delay upgrades, wait for promotions, or opt for refurbished devices, which may further weaken market demand and pose additional pressure on fourth-quarter sales.