In a notable market shift, Apple’s iPhone 17 secured the top spot as the world’s best-selling smartphone in the second quarter of 2026, according to the latest data from Counterpoint Research. This impressive performance saw the iPhone 17 capture 6% of global smartphone shipments. The dominance of Apple’s lineup was further emphasized as the iPhone 17 Pro Max and iPhone 17 Pro claimed the second and third positions, respectively.
The latest rankings reveal a strong presence from both Apple and Samsung, with each brand securing five spots within the top ten best-selling smartphones. Collectively, these top ten devices accounted for 26% of total global smartphone sales, marking a 2 percentage point increase year-over-year.
Apple’s Continued Growth Amidst Market Challenges
Despite an overall market downturn, Apple experienced a 5% year-over-year increase in shipments. Counterpoint Senior Analyst Karn Chauhan attributed this growth to the successful launch of the iPhone 17 series, which fueled sales not only in established markets but also saw significant gains in regions like India, Japan, the Middle East, and Africa. The South Korean market, in particular, witnessed a near doubling of iPhone sales.
The base model iPhone 17 played a crucial role in this success, with substantial upgrades narrowing the gap between it and the Pro models, thereby providing strong sales momentum. Simultaneously, robust demand in the premium segment propelled sales of the iPhone 17 Pro and Pro Max. Factors such as attractive trade-in programs, promotional offers, and accessible financing options enhanced affordability, further boosting demand. The rising cost of smartphones also appears to be driving consumers towards higher-end devices, reinforcing Apple’s competitive standing.
Samsung’s Strong Performance with the Galaxy S26 Ultra
On the Samsung front, two Galaxy S series models made it into the top ten. The Galaxy S26 Ultra emerged as Samsung’s top performer for the quarter, climbing five spots from its previous ranking. Significantly, it also became the best-selling Android phone in Q2, marking the first time an ultra-premium Android device has led Android sales in the second quarter.
Counterpoint analysts noted that the staggered release of the Galaxy S26 series, with its launch occurring later than its predecessor, shifted more sales into the second quarter. The Galaxy S26 Ultra surpassed the sales of its predecessor, accounting for over half of the series’ total sales. Its distinctive features, including an industry-first privacy display and enhanced AI capabilities, helped it stand out among competitors.
Samsung has intensified its focus on flagship smartphones, increasing promotional efforts and strategically allocating resources to counteract potential revenue declines caused by rising costs. Furthermore, Samsung’s entry-level and mid-range Galaxy A series smartphones continue to be popular choices. Notably, all Galaxy A series devices in the top ten offer six years or more of software support, aligning with the trend of extended smartphone replacement cycles.
Market Dynamics and Key Trends
The report highlights that brands have concentrated their efforts on core models due to a global shortage of memory chips. This strategic focus resulted in the top ten models achieving their second-highest market share for the second quarter, reaching 26% of total sales. In contrast, the overall smartphone market saw an 11% decline in shipments during the same period, underscoring the resilience and focused strategy of the leading players.
