Apple and Samsung together accounted for 26 per cent of global smartphone unit sales in the second quarter of 2026, rising 2 percentage points year-on-year even as the overall market contracted by 11 per cent, according to data released by Counterpoint Research on 26 August 2026. The figures underscore a widening gap between the two premium-and-volume giants and the rest of the field amid a broader industry slowdown.

iPhone 17 Leads Global Rankings

Apple's iPhone 17 emerged as the world's best-selling smartphone during the quarter, capturing 6 per cent of global smartphone unit sales on its own. Apple's overall unit sales grew 5 per cent year-on-year despite the market-wide decline, according to Karn Chauhan, Senior Analyst at Counterpoint Research.

iPhone sales expanded across India, Japan, and the Middle East and Africa region, while sales in South Korea nearly doubled year-on-year, driven by the iPhone 17 series. Chauhan attributed the base iPhone 17's dominance to upgrades that narrowed its feature gap with the Pro models, while strong demand for premium devices also lifted the iPhone 17 Pro and Pro Max, aided by trade-in programmes, promotions, and financing options.

The iPhone 17e also featured among the global top 10, supported by additions including MagSafe and higher internal storage at the same price as its predecessor. The model remained particularly popular in the US and Japan, helped by carrier promotions.

Samsung's Ultra-Premium Bet Pays Off

On the Android side, Samsung's Galaxy S26 Ultra became the best-selling Android smartphone of the quarter — the first time an ultra-premium Android device topped Android sales in a June quarter, according to Counterpoint. The later launch of the Galaxy S26 series compared with the Galaxy S25 series shifted a larger share of sales into Q2, amplifying the quarter's numbers.

The Galaxy S26 Ultra accounted for more than half of the series' total sales and outperformed its predecessor. Harshit Rastogi, Senior Analyst at Counterpoint Research, said the device's privacy display and enhanced AI capabilities helped differentiate it from competing smartphones.

Galaxy A Series Holds the Volume End

Samsung's Galaxy A series maintained a strong presence among the top-selling devices globally, supported by affordability, broad availability, and value for money. All Galaxy A series smartphones that featured in the top 10 offer six years or more of software support — a factor aligned with consumers holding on to devices through longer replacement cycles.

Market Context: Premium Concentration Amid a Downturn

The contribution of the top 10 smartphones remained elevated during the quarter as brands focused on premium and key volume-driving models while navigating a global RAM shortage. Both Apple and Samsung secured five spots each in the global top 10, with their combined share reflecting a growing concentration of sales at the premium and high-volume ends of the market.

This comes amid a broader market contraction of 11 per cent — a signal that while overall volumes are shrinking, consumers who are buying are increasingly gravitating toward established, higher-priced brands. How the market evolves in the second half of 2026 will depend on whether the RAM supply crunch eases and whether Chinese manufacturers can reclaim lost ground.