Apple's global smartphone revenue share hits record 49% in 2Q26
According to Counterpoint Research's latest data, the global smartphone market showed notable divergence in 2Q26: despite a decline in shipments, revenue grew 7% YoY to a record USD 109 billion in the quarter, while the average selling price (ASP) climbed 17% YoY to USD 400 — both hitting record highs for a second quarter. Apple stood out particularly: in 2Q26, Apple's revenue share rose to 49%, the highest on record for any second quarter, with quarterly revenue up 22% YoY, shipments up 13% YoY and ASP up 8% YoY, fueled by strong demand for the iPhone 17 series — especially the base iPhone 17 and the iPhone 17 Pro Max. While most competitors raised prices aggressively, Apple largely held its pricing steady, demonstrating its ability to absorb rising BOM costs, and delivered notable share gains in China, Europe and emerging markets. At the premium tier, premium smartphones (defined as wholesale price ≥ USD 600) accounted for 29% of total global smartphone sales in 1H26, up from 25% in 1H25 and a new record high, with OEMs actively promoting premium adoption through trade-in, installment and buyback programs.