Report: Global Smartphone Q2 Revenue Up 7% YoY, Apple Captures 49% Revenue Share, a Record High for the Period

According to Counterpoint Research, global smartphone market revenue reached $109 billion in Q2 2026, up 7% year-on-year, setting a new record for the second quarter. Meanwhile, global shipments continued to decline during the same period. Apple (AAPL-US) saw its revenue grow 22% year-on-year in Q2, achieving a 49% revenue market share—the highest ever recorded for the second quarter. Shipments increased 13% YoY, while the average selling price (ASP) rose 8%.

Counterpoint Research noted that the divergence between market revenue and shipment volume primarily reflects a continued rise in average selling prices (ASP). The Q2 ASP increased 17% year-on-year to $400, also a record high for the period. This was driven by sustained demand for premium smartphones and rising memory costs, which prompted Android OEMs to broadly adjust their product pricing.

Shilpi Jain, Senior Analyst at Counterpoint Research, stated that the global smartphone market is gradually shifting from volume-driven growth to value-driven revenue expansion. As component costs continue to rise, OEMs are adjusting their product strategies by passing on some material costs to prices, increasing the sales mix of high-capacity and high-spec devices, and enhancing market accessibility for premium products—especially in emerging markets—through installment plans, trade-ins, and other financial programs.

Tarun Pathak, Research Director at Counterpoint Research, said Apple's growth was primarily driven by consistent demand for the iPhone 17 series, with the iPhone 17 and iPhone 17 Pro Max performing particularly well. While most Android brands raised prices due to rising costs, Apple maintained a relatively stable pricing strategy in Q2, helping preserve its market competitiveness. However, with ongoing cost pressures, the company may further adjust product prices in the coming quarters.

Samsung (005930-KR) ranked second with a 16% revenue share. Both revenue and shipments grew 9% YoY in Q2, while the average selling price remained largely stable. The Galaxy A series maintained steady demand, and the Galaxy S26 series continued to drive premium sales. Growth in North America, the Middle East, and Africa also contributed to Samsung's improved revenue and shipment performance.

Xiaomi faced the largest shipment decline among the top five brands, with shipments down 26% YoY and revenue down 17% YoY in Q2. Although its average selling price increased by 13%, this was insufficient to offset the decline in shipments.

Counterpoint Research believes Xiaomi's higher exposure to entry-level and mid-tier markets made it more vulnerable to demand fluctuations following price adjustments driven by rising memory costs.

OPPO and vivo saw revenue decline 10% and 11% YoY in Q2, respectively, but their average selling prices increased by 9% and 13%. Both brands are gradually shifting their product portfolios toward higher-value models, but the benefits of price increases were limited by weak demand in price-sensitive markets and declining shipment volumes.

Counterpoint Research expects tight memory supply and rising costs to persist in the short term, prompting OEMs to further adjust product prices and continue increasing the sales share of high-value devices. As supply constraints become a primary market challenge, global smartphone shipments in H2 2026 may face further pressure, while average selling prices are expected to maintain an upward trend.