The smartphone market is facing difficulties due to a persistent memory crisis; however, Apple continues to thrive. According to a recent report by Counterpoint Research, the iPhone 17 has emerged as the best-selling smartphone worldwide, significantly outpacing competitors. The device secured 6 per cent of global smartphone sales in the second quarter of 2026, cementing Apple’s dominance in the category.

In addition to the iPhone 17, Apple secured the next three places in the rankings, with the iPhone 17 Pro Max and iPhone 17 Pro taking second and third, respectively. The iPhone 17e claimed the seventh position, while the previous-generation iPhone 16 rounded out the list at tenth place. This achievement underlines how Apple has managed to capture a substantial share of the market even while others struggle.

Market Context and Declines in Smartphone Sales

The latest sales figures are particularly noteworthy given the current downturn in the broader smartphone market. Reports indicate a significant decline in sales and shipments across major markets. In Europe, smartphone shipments fell by 10 per cent year-over-year in Q2, reaching a three-year low. Similarly, China experienced an 8.6 per cent decline in smartphone sales during the first 30 weeks of 2026, while India recorded a 14 per cent drop in sales during weeks 14 to 31.

Despite these challenges, Apple reportedly experienced a 5 per cent increase in unit sales compared to the previous year. The company notably showed strong growth in regions such as India, Japan, and parts of the Middle East and Africa, with sales in South Korea nearly doubling in the same period.

Counterpoint Senior Analyst Karn Chauhan attributed the strong performance of the iPhone 17 to features that have reduced the differences between the standard and Pro models. This strategy appears to have resonated with consumers, enabling Apple to differentiate itself in a constricted market.

Diverse Product Appeal and Competitive Landscape

The iPhone 17’s success is complemented by a growing acceptance of the iPhone 17e, which debuted in late March and continues to show momentum as a popular choice among consumers. Its high ranking among the top-selling smartphones demonstrates that Apple’s portfolio is not solely reliant on its premium offerings but also includes more accessible models.

Samsung is the only other manufacturer to feature in the global top ten, with the Galaxy S26 Ultra 5G positioned in fourth place. The survey further reveals the presence of various Samsung models, including the Galaxy A07 4G, Galaxy A17 5G, Galaxy A17 4G, and Galaxy S26 5G, showcasing the competitive nature of the current market.

The ten best-selling smartphones collectively accounted for 26 per cent of global sales, increasing by two percentage points compared to the same quarter last year. This upward shift indicates ongoing consumer interest in leading smartphone models despite the overarching market slowdown.

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