Apple Captures Record 49% of Global Smartphone Revenue in Q2 2026

Apple accounted for a record 49 percent of global smartphone revenue in the June quarter, according to new data from Counterpoint Research. The company's smartphone revenue climbed 22 percent year over year, the fastest increase among the top five brands. Its average selling price rose 8 percent to $946, while preliminary estimates put iPhone shipments up 13 percent. Despite accounting for just 23 percent of global smartphone shipments, Apple generated nearly half of all smartphone revenue during the quarter.

Counterpoint said sustained demand for the base iPhone 17 and iPhone 17 Pro Max helped keep Apple's sales mix skewed toward premium devices. Even as global smartphone shipments declined, total market revenue rose 7 percent year over year to a second-quarter record of $109 billion. The average selling price climbed 17 percent to $400 as higher memory costs forced many Android manufacturers to raise prices. Apple largely avoided broad iPhone price increases, improving its relative value proposition in China, Europe, and emerging markets where Android devices became more expensive.


Samsung ranked second with a 16 percent revenue share. Its revenue and shipments each grew 9 percent. Xiaomi posted the steepest shipment decline among the top five brands, with shipments falling 26 percent and revenue dropping 17 percent despite a 13 percent increase in average selling price. OPPO and vivo also saw revenue decline 10 percent and 11 percent, respectively, as higher prices failed to offset sharp shipment declines.

Apple has largely avoided broad iPhone price increases despite mounting component costs, a strategy Counterpoint says helped strengthen its competitive position during the quarter. However, that advantage may become harder to maintain. During Apple's recent fiscal third-quarter earnings call, CEO Tim Cook said memory costs are expected to rise again in the September quarter after increasing in both the March and June quarters, while CFO Kevan Parekh warned that supply constraints will worsen. Apple has already raised prices across parts of its Mac and iPad lineup, and Counterpoint expects similar cost pressures to eventually reach the iPhone.