iPhone 17 once again demonstrated its strong market strength. According to the latest data from Counterpoint Research, Apple’s standard model has become… The world’s best-selling smartphone is expected to account for 6% of total global smartphone sales in the second quarter of 2026. That’s no mean feat considering the global smartphone market shrank by 11% during the same period.
Analyst firms confirmed that Apple not only maintained its lead but further consolidated its advantage. iPhone 17 Pro Max and iPhone 17 Pro ranked second and third respectively, taking the top three spots. In addition, Apple has two models in the top ten: iPhone 17e and iPhone 16, which shows that its entire product line has gained market recognition.
Apple dominated the podium.
Apple’s dominance of the sales charts is no accident. Not only has the company capitalized on the popularity of the Pro line, it’s also managed to turn its entry-level model, the iPhone 17, into a real best-seller. According to analysts, the improvements introduced in this generation have reduced the gap between… and Pro models, prompting many users to opt for more affordable models without sacrificing functionality.
Another key factor is an aggressive promotion and financing strategy. Trade-in programs, carrier offers and multiple payment methods have boosted Apple’s sales in markets including India, Japan, Africa and the Middle East. In fact, Apple’s sales in South Korea nearly doubled compared to the previous year. All these factors allowed the American company to achieve 5% year-over-year growth despite the overall economic downturn.
iPhone 17e and iPhone 16 are also among them.
Apple’s presence in the top 10 isn’t limited to its most expensive models. The iPhone 17e also benefits from recent hardware updates, with the addition of… MagSafe and more storage At the same price, the model manages to make it to seventh place. This model occupies a considerable share of the US and Japanese markets, especially in areas where operators have strong promotional efforts.
At the same time, the sales of iPhone 16 released last year are still surprisingly good, ranking tenth on the list. This shows that consumers have a high level of trust in iPhone. Durability and Apple’s support make the previous generation still an attractive option for those looking for a more affordable price.
Samsung is the closest competitor
While Apple holds the top spot, Samsung is not far behind. The Korean company has five models in the top 10, tying Apple’s record. The most eye-catching one is… The fourth-ranked Samsung Galaxy S26 Ultra became the best-selling Android smartphone this quarter. This is the first time that an ultra-premium Android device has led sales in its ecosystem, even surpassing mid-range models.
Due to its outstanding performance, Galaxy S26 Ultra sales account for more than half of the total sales of the S26 series. Its privacy screen and advanced artificial intelligence features also contribute a lot. In addition, the Galaxy S26 (without the Ultra suffix) also ranked ninth. The Galaxy A series, including the A07, A17 and another model, occupy the fifth, sixth and eighth positions respectively, indicating that Samsung remains strong in the entry-level and mid-range markets.
The market is down and there are clear winners.
Counterpoint Research’s report also highlighted the difficulties faced by the global smartphone market. Sales in the second quarter fell 11% year-on-year, dragged down by the following factors: Memory shortages and widespread price increases have caused manufacturers to focus on the most profitable models, which explains why Apple and Samsung occupy important positions in the rankings.
The concentration is obvious: the top ten best-selling models represent 26% of global sales, an increase of two percentage points from the same period last year. Faced with rising prices, consumers tend to choose high-end equipment that is more durable and has better after-sales service. This benefits both brands as they also offer software updates for many years.
In short, iPhone 17 has solidified its status as the undisputed sales king in the second quarter of 2026, with Apple firmly at the top and Samsung as its strongest competitor. Despite the market downturn, both companies have adapted to the new environment and found success. The advantages are further enhanced. The strategy of focusing on premium models and emerging markets has paid off, and there are signs that this trend will continue in the coming months.
