The iPhone 17 retained its position as the world’s best-selling smartphone in the second quarter of 2026, according to Counterpoint Research, with the iPhone 17 Pro Max and iPhone 17 Pro taking the next two spots in the company’s quarterly rankings.
Data from Counterpoint’s Global Handset Model Sales Tracker places the standard iPhone 17 at 6% of global smartphone unit sales for the second quarter, building on the top spot it already held in the first quarter. Apple and Samsung occupy the top ten spots, with a combined 26% share of global unit sales, up two points from a year earlier.
Counterpoint linked growth to regional strength outside of Apple’s usual core markets, with gains in India, Japan, the Middle East and Africa, as well as a near doubling of sales in South Korea.
The base model iPhone 17 remained the best-selling smartphone during the quarter, supported by significant upgrades that narrowed the gap with the Pro models. Meanwhile, strong demand for premium products drove sales of the iPhone 17 Pro and Pro Max, aided by exchange programs, promotions and accessible financing options that improved affordability.
Rising smartphone prices across the industry have also pushed buyers toward higher price points in general, which has largely worked in Apple’s favor given that its lineup is already skewed toward the high end.
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The iPhone 17e took seventh place after its refresh that added MagSafe and increased storage for the same price, boosted by attractive carrier deals in the US and Japan. The iPhone 16 rounded out the list at number ten, leaving Apple with five of the ten slots, the same number and almost the same positions that Apple held a year earlier with the iPhone 16 line and the iPhone 15.
Samsung’s top performer was the Galaxy S26 Ultra in fourth place, which is the first time Samsung’s high-end device has outperformed all other Android phones in the second quarter. Part of this is believed to be because Samsung is directing more of its marketing spending toward its flagship models to protect margins as costs rise. Samsung’s cheaper Galaxy A phones have also remained competitive in the market.
Overall, the smartphone market shrank 11% in the quarter, a contraction linked to continued shortages and rising prices that are forcing manufacturers to focus resources on their most profitable phones. Both Apple and Samsung increased their unit sales against this backdrop, a divergence that is also visible in Counterpoint’s regional data.
