Samsung, OPPO Lost! The Strongest Phone Brand Champion is Apple 'Market Share 39%', Net Praise Battery Life Strong, High Picture Quality, Cheap and Durable No Match

Smartphone prices are getting higher every year, but consumers' choices are actually quite clear. The latest market survey data shows that in June, the Taiwanese smartphone market is still dominated by Apple, with a market share approaching 40%, and the hot sales ranking is almost entirely occupied by the iPhone series. On the other hand, Samsung continues to dominate the Android camp, while Google, leveraging the advantages of AI functions, has entered the top five brands for the first time, becoming the biggest dark horse in the recent market.

The latest ranking of the Taiwanese mobile phone market has been released. Apple's market share is approaching 40%. This month's ranking is as follows:

This month's ranking Phone brand This month's market share This month's change 1 Apple 39% +0.1% 2 Samsung 26.2% +0.5% 3 OPPO 11.1% -0.8% 4 vivo 7.1% +0% 5 Google 4% -0.2% 6 Redmi 3.5% -0.2% 7 POCO 2.5% +0.2% 8 Motorola 1.2% +0.1% 9 Xiaomi 1.7% +0.7% 10 SHARP 0.8% +0% According to the latest published 2026 June Taiwan mobile phone sales statistics, Apple leads the market with a 39% market share, leading other Android brands. Although smartphone prices have continued to rise in recent years, consumer acceptance of high-end models has not significantly decreased. Especially in the context of extended replacement cycles, many people tend to purchase more complete specifications at once, which can be used for a longer time flagship models.

iPhone 17 is the most popular model High-end versions are following closely Apple's top three best-selling models are all taken by the iPhone 17 series, which shows that the iPhone 17 series this year has obviously hit the market demand. The best-selling mobile phone model is the iPhone 17 256GB version, which has become the most popular single model in the current Taiwanese market.

Market analysis believes that the upgrade range of the standard version of iPhone 17 this year is relatively obvious. Not only did it introduce a 120Hz ProMotion high refresh rate screen, but the battery performance and storage capacity were also improved at the same time, which made many consumers who were originally observing choose to upgrade directly.

The second and third places are the iPhone 17 Pro 256GB and the iPhone 17 Pro Max 256GB respectively, showing that the demand for high-end flagship markets is still strong.

Actually inquiring about the evaluation of iPhone users on the Internet, those who have used it all say, "iPhone 17 has made significant progress especially in the display, processing performance, camera system, and battery life. For most users who pursue high cost performance, smooth use experience, and excellent camera functions, iPhone 17 is undoubtedly the most competitive choice in the market", "The long focal length of iPhone 17 is really worth spending money on. It is for this eight-fold lens that I changed it. Is it worth it!!!", "17 gives everything it should have. It is really the most worth buying this generation", "iOS system is still the smoothest after using it for a long time, especially when opening apps and switching multitasking, it will not be like some Android phones, which will start to lag or act strangely after using for two or three years. The stability is really unquestionable", "17 not only provides some flagship functions of the Pro series, but also maintains a friendly price position."

Samsung remains stable in the Android camp From entry-level to flagship all-rounder In the Android camp, Samsung Electronics is still the most favored brand by Taiwanese consumers. Samsung's top three best-selling models span the entry-level, mid-range, and flagship markets, showing the advantage of a complete product layout.

The most popular model is Samsung Galaxy A57 (12GB/256GB), the second is Samsung Galaxy A17 (6GB/128GB), and the third is the flagship-level Samsung Galaxy A57 (8GB/256GB).

The industry believes that the key to Samsung's long-term maintenance of the Android leading position lies in the fact that its product line covers various price ranges. Whether students, small salary earners, or business users, they can all find corresponding models.

Users who have actually used Samsung phones say, "I have to say that the AI of S26U is really amazing. Not only in photo editing, but also in voice-to-text conversion and document scanning, it is also convenient for the elderly", "If price is not the main consideration, of course, it is straight to the flagship", "This time's aperture upgrade is quite noticeable. The 5x telephoto lens has also improved the light intake. Even in bad weather conditions, you can take photos with sufficient brightness", "The S26 series has added a horizontal lock function for video recording", "S26U can even handle high-power games like Genshin Impact. The heat dissipation effect is of course not bad. Although the battery capacity is only 5000mAh, in actual measurement, I feel that the battery life is still acceptable. Moreover, this time the fast charging can reach 60W, so you should not have to worry about the battery problem too much", "The horizontal lock function of S26U should be quite suitable for capturing the movement of birds. It is less likely to fail due to hand shake. If you are in a hurry to replace your phone, it is more cost-effective to buy it now with capacity upgrade. The gift package of accessories can be used or sold for profit", "If you are taking photos outdoors, the anti-reflection effect of S26U is quite good. The screen will be much clearer outside, but it is not recommended to stick a general screen protector, which will make the anti-reflection ineffective", "Going straight to the flagship level will not regret", "Fast charging speed, whenever you want to charge, it can reach more than 80% in about 20 minutes."

OPPO, vivo continue to attack the mid-to-low price market In addition to Apple and Samsung, Chinese brands continue to cultivate the Taiwanese market. Among them, OPPO ranks third with an 11.1% market share, pulling away from the fourth-ranked vivo.

OPPO's current best-selling models are A6x, Reno15 in order. Actual OPPO users say: "For the elderly, the OPPO A6s 5G equipped with a 6.75-inch HD+ 120Hz bright and colorful large screen combined with 300% super large volume makes it easier to watch videos and dramas", "I bought this series of phones for the elderly before, and I think it is still good to use, especially the screen brightness and battery life charging part", "The phone camera is getting better and better", "In recent years, the quality of OPPO's phones has been improving more and more! Whether it is photography or exterior design, it makes consumers feel that OPPO's phones are now worth more than they cost", "A good choice for filial piety, you can consider", "Not only the performance and battery life are better, the photos taken by the camera are much better. If you want to replace the phone for your child or elderly, you will consider", "Praise it, the photo effect is very good, the battery life of the phone is also very strong", "The specifications of this one are still okay, it is really quite suitable for the elderly and children to use."

On the other hand, vivo performs best with Y21. The strategies of the two brands are quite similar, both focusing on the price range of about ten thousand yuan, and attracting consumers through large batteries, high-pixel cameras, and fast charging functions.

Another notable change in this ranking is that Google has officially entered the top five smartphone brands in Taiwan. Driven by the AI smartphone wave, Google's market share has increased to 4%, successfully surpassing some traditional brands.

The key model that drives growth is the Google Pixel 10a. Google has been continuously strengthening generative AI functions in recent years, including real-time translation, smart photo editing, voice assistant, and search integration, which make the Pixel series gradually establish a differentiated advantage in the mid-range market.

Full discussion: Mobile01-1, Mobile01-2 Editor in charge/Lin Li