The iPhone 17 retained first place on the list of the best-selling smartphones worldwide during the second quarter of 2026, according to data from Counterpoint Research. The phone topped the list for the second consecutive quarter, after its base model accounted for approximately 6% of total global smartphone sales.
The findings also reveal greater concentration in the smartphone market, with Apple and Samsung occupying all ten top spots. The two companies’ phones collectively accounted for approximately 26% of global sales, an increase of two percentage points compared with the second quarter of the previous year.
Apple Combines Mainstream and Premium Devices
The iPhone 17 Pro Max came in second place, followed by the iPhone 17 Pro in third, giving Apple three leading positions on the list. The iPhone 17e also came in seventh place, while the iPhone 16 ranked tenth, giving the company five of the ten positions, roughly the same proportion it achieved in last year’s list with devices from the iPhone 16 and iPhone 15 series.
Counterpoint believes the performance of the base iPhone 17 benefited in part from major upgrades that narrowed the gap between it and the Pro models. According to this interpretation, the phone became a more attractive option for consumers who want a flagship device without moving into the highest-priced segments. The Pro models, meanwhile, benefited from continued demand for premium phones, along with device trade-in programs, promotional offers, and installment options that reduced the actual cost of upgrading.
In the case of the iPhone 17e, the data indicated that the addition of MagSafe support and an increase in storage capacity without a price increase, along with carrier offers in the United States and Japan, helped improve its position on the list.
Samsung Strengthens Its Position Across Different Segments
The Galaxy S26 Ultra came in fourth place, making it the best-selling Android phone during the quarter under review. This marked the first time Samsung’s highest-priced flagship phone surpassed all other Android phones during a single quarter, according to Counterpoint.
The research firm partly attributes this performance to Samsung increasing its marketing spending on flagship phones, at a time when manufacturing costs are rising and protecting profit margins is becoming increasingly important. At the same time, lower-priced Galaxy A phones maintained their competitiveness in the lower-end segments, supporting Samsung’s presence across multiple price levels.
Why Does This News Matter?
Apple and Samsung’s strength came as global smartphone sales contracted by 11% during the second quarter of 2026 amid shortages of some components and rising prices. Nevertheless, the two companies managed to increase their unit sales compared with the same period of the previous year.
This paradox indicates that the overall decline does not affect companies equally. Rising prices are pushing some consumers toward more profitable devices, while trade-in and installment programs and promotional offers are helping facilitate the transition to new models. The data presented describe performance during the second quarter and, on their own, do not prove that this trend will continue in future periods.