Apple’s iPhone 17 maintained its position as the world’s best-selling smartphone in the second quarter of 2026, according to new data from Counterpoint Research. The research firm’s latest figures also show Apple and Samsung dominating the top ten spots in global sales.
iPhone 17 Dominates the Top Three
The standard iPhone 17 captured approximately 6% of total global smartphone sales during the quarter, continuing its lead from the first quarter of 2026. The iPhone 17 Pro Max secured the second spot, while the iPhone 17 Pro ranked third. Samsung’s Galaxy S26 Ultra took fourth place, becoming the best-selling Android phone of the quarter.
Apple and Samsung Control the Top 10
Apple and Samsung together occupied all ten positions in the top ten list, with their combined phones accounting for about 26% of global smartphone sales—a two-percentage-point increase compared to the same period last year.
Counterpoint attributes this growth to strong performances in markets outside their traditional strongholds. Apple saw notable gains in India, Japan, and the Middle East and Africa, with sales in South Korea nearly doubling compared to the previous period.
Why iPhone 17 Leads
Analysts at the firm believe the iPhone 17’s continued success is partly due to significant upgrades that narrowed the gap with the Pro models, making it a more attractive option for consumers seeking a flagship phone without paying top-tier prices.
Meanwhile, the iPhone 17 Pro models benefited from sustained demand for premium smartphones, supported by trade-in programs, promotions, and installment plans that reduced the effective cost of upgrading.
Rising Prices Push Consumers Upmarket
Higher smartphone prices have pushed some consumers toward higher price brackets, a trend that particularly benefits Apple, whose phones are typically positioned at the premium end of the market.
Other Notable Models in the Top 10
The iPhone 17e ranked seventh, helped by an update that added MagSafe support and increased storage without raising the price, along with strong carrier offers in the United States and Japan. The iPhone 16 came in tenth, giving Apple five spots in the top ten—similar to last year, when it also had five entries with iPhone 16 and iPhone 15 series devices.
For Samsung, the Galaxy S26 Ultra was the standout performer, marking the first time its most expensive flagship outsold all other Android phones in the second quarter. Counterpoint links this partly to Samsung directing more marketing spending toward its flagship models to protect profit margins amid rising manufacturing costs.
At the same time, Samsung’s more affordable Galaxy A series maintained competitiveness in lower price segments, helping the company strengthen its presence across different market tiers.
Overall Market Decline
Global smartphone sales contracted by 11% in the second quarter of 2026, due to ongoing component shortages and higher prices, prompting manufacturers to focus on their most profitable devices. Despite this downturn, both Apple and Samsung increased their unit sales compared to the same period last year, bucking the overall market trend and underscoring the strength of their brands across various regions.
