- Global smartphone market fell 11% in Q2 2026.
- Apple and Samsung each placed five models in the global top 10, together accounting for 26% of unit sales, up 2% year on year.
- iPhone 17 was the world's best-selling smartphone, taking 6% of global unit sales.
- Apple's unit sales grew 5% year on year despite the market decline.
- Samsung's Galaxy S26 Ultra was the best-selling Android smartphone, marking the first time an ultra-premium Android device topped Android sales in a June quarter.
- Apple and Samsung accounted for 26% of global smartphone unit sales in Q2 2026, up 2% year-on-year even as the overall market declined 11%.
- iPhone sales increased across India, Japan, and the Middle East and Africa, with sales in South Korea nearly doubling year-on-year, driven by the iPhone 17 series.
- Strong demand for premium devices boosted sales of the iPhone 17 Pro and Pro Max, aided by trade-in programmes, promotions, and financing options.
- Samsung's 'Galaxy A' series maintained a strong presence among the top-selling devices, supported by affordability and value for money.
Apple's iPhone 17 dominated the smartphone market in Q2 2026, becoming the best-selling smartphone with 6% of global sales, according to Counterpoint Research.3
Despite an 11% decline in overall smartphone sales, Apple and Samsung together accounted for 26% of unit sales, marking a 2% year-on-year increase.26
Karn Chauhan, a senior analyst at Counterpoint, noted that Apple's unit sales grew 5% year-on-year, driven by strong demand for the iPhone 17 series, particularly in regions like India, Japan, and South Korea.48
The iPhone 17's upgrades helped it maintain its position, while the iPhone 17 Pro and Pro Max benefited from trade-in programs and promotions.
On the Android side, Samsung's Galaxy S26 Ultra emerged as the best-selling Android smartphone, marking a significant achievement for ultra-premium devices.
The Galaxy S26 Ultra accounted for more than half of its series' sales, aided by its privacy display and enhanced AI capabilities, according to Harshit Rastogi, another senior analyst at Counterpoint.
The report highlights a trend where brands are focusing on premium models amidst a global RAM shortage, with the top 10 smartphones maintaining a strong market presence.
“Apple's unit sales grew 5% year on year despite the market decline, with iPhone sales nearly doubling in South Korea. Samsung's Galaxy S26 Ultra became the best-selling Android smartphone, the first time an ultra-premium Android device topped Android sales in a June quarter.”
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