Apple captures record 49% of global smartphone revenue in Q2

Apple ↘ 0.80% captured a record 49% of global smartphone revenue in the second quarter of 2026, even as the broader market saw shipments decline, according to Counterpoint Research's Market Monitor data published Thursday.counterpointresearch+1

The company's smartphone revenue rose 22% year over year — the fastest growth among the top five brands — supported by a 13% increase in shipments and an 8% rise in average selling price to $946. Global smartphone revenue grew 7% to a record $109 billion for any second quarter, while industry-wide shipments fell, driven by a 17% jump in average selling price to a Q2 record of $400.macdailynews+3

iPhone 17 Demand Drives Growth

Counterpoint Research Director Tarun Pathak attributed Apple's performance to sustained demand for the iPhone 17 lineup. "Apple's growth was led by the sustained demand for the iPhone 17 lineup, particularly the base iPhone 17 and iPhone 17 Pro Max, which kept the brand's mix skewed toward premium," Pathak said.macdailynews+1

> "Unlike peers that pushed through steep price increases, Apple kept pricing largely stable, reflecting its ability to absorb rising BOM costs and remain insulated from the memory crisis. However, Apple will likely increase prices in the coming quarters."appleworld+1

The pricing discipline allowed Apple to grow in both volume and value while competitors struggled. China, Europe, and emerging markets were standout regions where stable iPhone pricing improved Apple's relative value proposition amid widespread Android price increases.9to5mac+1

Rivals Lose Ground

Samsung ranked second with 16% of global smartphone revenue. Its revenue and shipments each rose 9%, though its average selling price remained flat at $270. Xiaomi posted the steepest shipment decline among the top five at 26% year over year, with revenue falling 17% despite a 13% increase in average selling price. OPPO and vivo also saw revenue declines of 10% and 11% respectively.appleinsider+2

The memory shortage that has gripped the industry forced most Android manufacturers to raise prices, pushing some consumers away from entry-level devices entirely. Counterpoint's Senior Analyst Shilpi Jain noted that the industry has entered a phase where "value, rather than pure shipment volume, is the primary growth lever".macdailynews+1

Supply Constraints Loom

The results arrived alongside Apple's fiscal third-quarter earnings, during which the company warned that supply constraints would increase in the September quarter, particularly for the iPhone, iPad, and Mac. Apple shares fell sharply on Friday following the cautious outlook. Counterpoint forecasts a steeper decline in global smartphone shipments during the second half of 2026, with rising DRAM and NAND costs expected to elevate production expenses for future iPhone models.9to5mac+2