Apple CEO Tim Cook speaks at the opening ceremony of the 2026 China Development Forum on March 22. EPA/Yonhap News
Apple has widened its gap with Samsung Electronics by boosting revenue in the global premium smartphone market. Samsung Electronics also maintained its second-place position, continuing its growth momentum driven by expanded sales of its Galaxy A series and Galaxy S26 series.
According to global market research firm Counterpoint Research on the 8th, global smartphone market revenue in the second quarter of 2026 reached $109 billion, up 7% from a year earlier. This is the largest scale ever recorded for a second quarter. Although shipments declined, the smartphone average selling price (ASP) rose 17% year-on-year to $400, driving revenue growth.
Counterpoint Research analyzed that the growth axis of the smartphone market is shifting from volume to value. As Android manufacturers successively raised product prices due to rising memory prices and component cost burdens, consumers are showing a tendency to favor relatively high-specification, high-capacity products. Accordingly, manufacturers are also strengthening strategies to increase the share of premium product sales rather than expanding shipments.
The company that benefited most was Apple. Apple recorded a 49% share of global smartphone revenue in the second quarter of 2026, its highest ever for a second quarter. Compared with Samsung Electronics’ (005930.KS) revenue share of 16%, this is more than three times higher. In effect, Apple captured nearly half of the revenue generated in the global smartphone market.
Apple’s second-quarter revenue increased 22% from a year earlier. Shipments rose 13% and the average selling price rose 8%. Solid demand for the iPhone 17 series lifted its performance, and strong sales of the standard iPhone 17 and iPhone 17 Pro Max in particular maintained a premium-centered product mix.
Counterpoint Research said, “Going forward, as memory supply shortages and rising costs are unlikely to be resolved in the short term, smartphone manufacturers are expected to continue sales strategies centered on price increases and high-value-added products.” It added, “Also, as supply acts as a greater market constraint than demand, there is a possibility that the decline in smartphone shipments will widen further in the second half, and the average selling price will continue its upward trend.”
Q2 2026 global smartphone market revenue share. Counterpoint Research
Notably, Apple largely held its prices even as competitors raised product prices citing rising memory prices and cost burdens. Analysts said its strategy of absorbing the increase in component costs internally to lower the burden on consumers influenced the expansion of sales.
With sales also increasing in China, Europe, and emerging markets, Apple’s global influence grew further. By securing price competitiveness as well, it took a relatively advantageous position amid the price-hike phase of Android smartphone manufacturers.
The passport-sized Galaxy Z Fold8. Yonhap News
Samsung Electronics also performed well in the global smartphone market. Samsung Electronics ranked second in the world after Apple with a 16% revenue share in the second quarter. Both revenue and shipments increased 9% year-on-year, continuing its growth momentum.
Samsung Electronics’ improved performance was driven by a balanced strategy between mid-to-low-priced and premium product lines. The Galaxy A series maintained stable sales and led the increase in shipments, while the Galaxy S26 series drew a favorable response in the premium market and contributed to revenue expansion.
By region, growth was notable in the Middle East and Africa markets, and North America also recorded double-digit growth rates. In particular, Samsung Electronics effectively managed the burden of rising costs based on the competitiveness of core components such as semiconductors. Its stable maintenance of the average selling price by adjusting prices only on some product lines also served as a source of competitiveness.
By contrast, Chinese smartphone makers struggled. Xiaomi’s second-quarter shipments fell 26% from a year earlier, and revenue also dropped 17%. Oppo and Vivo also saw their average selling prices rise, but this failed to offset the decline in shipments. Analysts said that price hikes stemming from rising costs led to sales declines in markets highly sensitive to price.