Apple set to expand market share across smartphones, tablets and PCs in 2026

Counterpoint Research forecasts that Apple will increase its global market share in several product categories by 2026. The iPhone’s share is expected to rise from 23 % to 25 %, while iPads could account for roughly 40 % of worldwide tablet shipments. In the PC market, Apple’s share may climb from 9 % to 12 % with a 23 % volume increase, and the Apple Watch could grow from 20 % to 23 % of the wearables market.

Apple’s upcoming hardware roadmap signals a shift away from the short‑lived M6 silicon to a more advanced M7 chip slated for early 2027, emphasizing AI performance and a memory bandwidth boost to 240 GB/s. Updates to the MacBook Pro line, a refreshed iPad Pro, and new products such as a folding iPhone, AR glasses and smart‑home devices are also planned, while the company grapples with global supply‑chain constraints affecting memory and chip availability.