The iPhone 17 is having a much bigger impact than you might think
But it's not just Apple that's celebrating.
Will the iPhone 18 have the same success? | Image by PhoneArena
The iPhone 17 has done what few smartphones can: come out on top while the surrounding market shrinks. In a quarter that historically sees few smartphone purchases, Apple has managed to rack up wins and even score a few records, even as it prepares for its upcoming iPhone launch.
Apple's latest iPhone has claimed the top spot
Q2 2026 has proved particularly favortable for Apple. | Image by Counterpoint Research
According to Counterpoint Research's Q2 2026 analysis, Apple has had yet another successful quarter, with the iPhone 17 claiming the world's best-selling smartphone title. The iPhone 17 Pro Max and iPhone 17 Pro followed at No. 2 and No. 3, giving Apple a clean sweep of the top three spots in Q2 2026.
Beyond those three, analysts have identified that the latest mid-range option from Apple, the iPhone 17e, has also helped the brand reinforce its position as a global smartphone leader.
On its own, the result may not sound particularly newsworthy. But when we look at the current market state, the iPhone 17's win is actually impressive.
Counterpoint Research notes that the overall market experienced an 11% decline in Q2 2026, with many brands shifting their focus toward premium products as an attempt to withstand the ongoing RAMpocalypse.
Despite the RAM shortage and broader market downturn, Apple's strong value proposition has helped propel the iPhone 17 to the No. 1 spot. But while Apple may have taken the crown, its biggest rival wasn't far behind. In fact, Samsung has scored a few remarkable wins on its own.
Beyond those three, analysts have identified that the latest mid-range option from Apple, the iPhone 17e, has also helped the brand reinforce its position as a global smartphone leader.
Counterpoint Research notes that the overall market experienced an 11% decline in Q2 2026, with many brands shifting their focus toward premium products as an attempt to withstand the ongoing RAMpocalypse.
Despite the RAM shortage and broader market downturn, Apple's strong value proposition has helped propel the iPhone 17 to the No. 1 spot. But while Apple may have taken the crown, its biggest rival wasn't far behind. In fact, Samsung has scored a few remarkable wins on its own.
Apple’s unit sales grew 5% YoY despite a broader market decline. iPhone sales increased across India, Japan, and the MEA, and nearly doubled in South Korea in Q2 2026, driven by the iPhone 17 series. The base iPhone 17 model remained the best-selling smartphone during the quarter, supported by significant upgrades that narrowed the gap with the Pro models.
Meanwhile, strong premium demand drove the iPhone 17 Pro and Pro Max sales, aided by trade-in programs, promotions, and accessible financing options that improved affordability. Rising smartphone prices also pushed consumers towards the higher-end segments, further strengthening Apple's competitive position.
Senior Analyst Karn Chauhan, August 2026
Which phone do you put at the No. 1 spot?
Samsung celebrates a historic victory as well
Samsung may not have secured the top spot, but it still has a reason to celebrate its Q2 2026 results. Counterpoint Research's analysts identified the Galaxy S26 Ultra as the world's best-selling Android phone.
Interestingly, it's also the first flagship Android device to lead Android sales in a June quarter.
This makes sense given that Samsung pushed the Galaxy S26 launch to February, marking a shift from its usual Galaxy S announcement timetable.
Together, the two brands have accounted for 26% of the global smartphone shipment units, up 2% from Q2 2025.
Interestingly, it's also the first flagship Android device to lead Android sales in a June quarter.
This makes sense given that Samsung pushed the Galaxy S26 launch to February, marking a shift from its usual Galaxy S announcement timetable.
Together, the two brands have accounted for 26% of the global smartphone shipment units, up 2% from Q2 2025.
The Samsung Galaxy S26 Ultra was the best-selling Android smartphone, marking the first time an ultra-premium Android device has led Android sales in a June quarter. Meanwhile, the later launch of the Galaxy S26 series compared with the Galaxy S25 series shifted more sales into Q2, the Galaxy S26 Ultra outperformed its predecessor and accounted for more than half of the series' sales.
Industry-first privacy display along with enhanced AI capabilities differentiate the smartphone from its peers. Samsung has further increased its focus on flagship smartphones, boosting promotions and strategically allocating resources to mitigate the revenue decline amid rising costs.
Senior Analyst Harshit Rastogi, August 2026
And in case you want more related news:
What could the market look like in 2027?
And yet, there are only two brands holding all 10 spots in Counterpoint Research's Q2 2026 analysis. Should the same trend continue well into 2027, I expect a very similar graph where Apple and Samsung continue to reign over the smartphone market.
A whole new world
Two beats standing side by side. | Image by PhoneArena
This year has been turbulent for multiple brands. And yet, tech giants like Apple and Samsung don't have to weather the storm in quite the same way as many of their competitors.
Still, I'm not sure I'm ready for a market that's completely taken over by two brands. Perhaps a bit of outside competition wouldn't be all that bad — neither for us users nor for Samsung or Apple.
Still, I'm not sure I'm ready for a market that's completely taken over by two brands. Perhaps a bit of outside competition wouldn't be all that bad — neither for us users nor for Samsung or Apple.
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