Apple Hits Record 20% Smartphone Share, iPhone Shipments Grow in Q2 2026

Apple increased iPhone shipments by 3% year over year during the second quarter of 2026 and captured a record 20% share of global smartphone shipments, even as the wider market fell to its weakest second-quarter level in 13 years.



Counterpoint Research reported that global smartphone shipments dropped 11% year over year during the quarter as rising DRAM and NAND prices forced many manufacturers to increase prices, reduce production, and pull back from lower-margin phones. Samsung led the market with a 24% share, followed by Apple at 20%, Xiaomi at 12%, OPPO at 11%, and vivo at 8%.



Apple gained three percentage points of market share compared with the same quarter last year, while Samsung gained four points and returned to first place after Apple led the market during the first quarter of 2026.



iPhone 17 demand supports Apple’s growth



Strong demand for the iPhone 17 series helped Apple extend its shipment growth, while the standard iPhone 17 remained the world’s most-shipped smartphone model during the quarter. Apple also became the only major smartphone manufacturer that avoided price increases during the period.



Counterpoint Research said:




“Apple’s shipments grew 3% YoY during the quarter, while its market share climbed to a record 20%. It was also the only major OEM to avoid smartphone price hikes during the quarter. This marks an extended streak of YoY growth for the brand, driven by the continued strength of the iPhone 17 series.”




However, Apple recorded weaker shipments in China despite launching an early promotional campaign before the 618 shopping festival, as discounts remained less aggressive than those offered during the same period in 2025. Demand for older iPhone models also slowed because Apple prioritised components for current-generation devices during the memory shortage.



Counterpoint Research expects global smartphone shipments to fall by around 14% across 2026, while memory supply problems will continue into 2027. Manufacturers will likely reduce low-margin models, adjust storage options, and rely more on refurbished and previous-generation phones until component costs begin to ease.