Apple Captures Record 49% of Global Smartphone Revenue

Apple Inc. captured a record 49% share of global smartphone revenue in the second quarter of 2026, representing a 22% year-over-year increase in revenue. This growth was supported by a 13% rise in shipments, fueled largely by sustained demand for the iPhone 17 lineup, specifically the base and Pro Max models.

While a global memory shortage pressured competitors to increase prices, Apple maintained stable pricing. According to Counterpoint Research, this strategy improved the company's value proposition across Europe, China, and emerging markets, allowing it to absorb rising costs while peers struggled.

Total global smartphone revenue for the quarter reached a record $109 billion, up 7% year-over-year despite an overall decline in shipments. Other industry leaders reported varied results; Samsung Electronics held a 16% revenue share with shipment growth in Africa, the Middle East, and North America, while Xiaomi saw the steepest shipment decline of the top five brands at 26% year-over-year.