World's best selling smartphone is the iPhone 17 - again

Apple's iPhone 17 maintained its status as the world's top-selling smartphone in the second quarter of 2026, according to Counterpoint Research. The iPhone 17 Pro Max and iPhone 17 Pro followed as the second and third best sellers, respectively. The standard iPhone 17 accounted for 6% of global smartphone sales during the quarter, continuing its lead from the previous period.

Apple and Samsung together secured all ten top spots, capturing 26% of global unit sales, a 2% increase compared to the previous year. This growth was attributed to regional success outside Apple's typical markets, particularly in India, Japan, and the Middle East and Africa, as well as a nearly doubling of South Korean sales. The base iPhone 17 remained the best-selling model throughout the quarter, bolstered by substantial improvements that narrowed the gap with the Pro models.

The iPhone 17 Pro and Pro Max saw strong demand due to premium pricing, aided by trade-in programs, promotions, and affordable financing options that made the devices more accessible. The iPhone 17e secured seventh place after its refresh, which introduced MagSafe and increased storage options at the same price point. The device benefited from carrier deals in the U.S. and Japan.

The iPhone 16 placed tenth, leaving Apple with five of the top ten positions, consistent with its performance a year prior with the iPhone 16 lineup and iPhone 15. Samsung's top performer was the Galaxy S26 Ultra, which became the first time the top-tier device outsold all other Android phones in the second quarter. This success appears to be a result of Samsung increasing its marketing focus on flagship models to counter rising costs.

Samsung's lower-priced Galaxy A phones also maintained their competitive position in the market. The overall smartphone market experienced an 11% decline during the quarter, primarily due to ongoing production shortages and price increases, which have manufacturers shifting resources to their most profitable models. Despite the market contraction, both Apple and Samsung managed to increase their unit sales, a distinction that becomes evident in Counterpoint's regional data.