Taiwan's June Smartphone Sales Drop 8% to 395,000 Units; iPhone 17 High-End Models Slow Down, vivo and Google Break Through with High Value-for-Money

The smartphone market has officially entered a consolidation phase ahead of the traditional second-half peak season. According to the latest smartphone sales data from physical retailers across Taiwan and Jiesheng Communications stores for June 2026, monthly sales volume declined from 429,000 units in May to 395,000 units in June—a drop of 8%. Total sales revenue also fell by 7%, reflecting a simultaneous decline in both volume and pricing.

In terms of brand market share by unit sales, the top five brands were Apple (39%), Samsung (26.2%), OPPO (11.1%), vivo (7.1%), and Google (4%). Notably, all five major brands recorded negative growth this month—an unusual occurrence that reflects a temporary cooling in consumer demand.

Globally, the communications supply chain faces dual pressures: significant downward revisions in shipments of mid-to-low-end devices, coupled with rising upstream costs for processors and memory chips. As resources become increasingly concentrated on high-end flagship models, retailers have adopted extremely conservative inventory strategies.

Jiesheng Communications stated that supply chain cost pressures and heightened consumer price sensitivity are reshaping the market landscape. Brands unable to offer compelling 'price sweet spots' in the mid-to-high tier or maintain stable profit structures in entry-level segments may face severe market share erosion in the second half of the year.

Apple, maintaining its position as Taiwan’s market leader, saw an 8% month-on-month decline in sales volume and a 7% drop in revenue. The top-selling individual models remained the iPhone 17 (256GB), iPhone 17 Pro (256GB), and iPhone 17 Pro Max (256GB). The top two models each saw a 6% decline in sales, while the flagship iPhone 17 Pro Max (256GB) experienced an even sharper 14% drop.

Concerns arose over whether Pro series slowdowns were due to supply shortages. However, Jiesheng Communications analyzed that based on physical channel and supply chain dynamics, the iPhone 17 series is now in the mid-to-late stage of its product lifecycle. Initial upgrade demand and early adopters have already been absorbed. With the new iPhone launch timeline approaching, current trends reflect natural demand deferral driven by expectations of price increases.

Samsung, the leader among non-Apple brands, followed closely with a 26.2% market share. Its sales volume declined 6% MoM, but revenue only slightly decreased by 2%, demonstrating stronger average selling price resilience than the overall market. The top three best-selling models were all mid-range and entry-level A-series devices: Galaxy A57 (12GB/256GB), Galaxy A17 (6GB/128GB), and Galaxy A57 (8GB/256GB).

While the top-selling Galaxy A57 (12GB/256GB) saw an 8% dip, the third-place Galaxy A57 (8GB/256GB) surged 33% in sales. Jiesheng Communications attributed this to the model’s price gap—maintaining a ~NT$1,000 difference from the 12GB version—effectively capturing budget-conscious consumers targeting the low-four-digit NT dollar range, driving remarkable sales growth.

OPPO, ranked third, saw its sales share drop to 11.1%, with unit sales down 14% MoM and revenue plummeting over 40%—the steepest decline among the top five brands. Its top-selling models were the entry-level A6x (6GB/128GB), mid-tier Reno15 (12GB/256GB), and Reno15 F (8GB/256GB). The A6x saw explosive 2.4x sales growth, while the core Reno15 and Reno15 F models corrected by about 10%.

Jiesheng Communications acknowledged that while A6x drove volume gains under carrier subsidies, its price is less than half that of the Reno series. Rapid expansion of low-priced models eroded revenue, making it impossible to offset the decline in higher-margin mid-tier devices.

Fourth-placed vivo and fifth-placed Google demonstrated precise tactical shifts. vivo, with 7.1% market share, saw average declines of around 10% in both sales volume and revenue, but its newly launched light flagship X300 FE (12GB/256GB) skyrocketed into the top three best-sellers upon release.

Google, holding 4% market share, faced a 12% decline in unit sales and a 22% collapse in revenue, yet Pixel 10 (12GB/128GB) demand increased by 10%. Jiesheng Communications noted that the Pixel 10’s retail price has dropped to NT$16,990, offering full AI ecosystem integration and higher performance specifications under the NT$20,000 threshold—perfectly aligning with consumer preferences shifting toward affordable premium alternatives.