● Covered by 1 source · 2 reportsMedium impact2 neutral
Apple Achieves Record Smartphone Revenue Share in Q2, Dominates Premium Market
Key points
- Apple secured 49% of global smartphone revenue in Q2.
- Company revenue increased 22% year-over-year in Q2.
- Apple's average selling price rose to $946.
- Apple held 65% of the premium smartphone market in H1 2026.
- Premium smartphone market reached 29% of global sales in H1 2026.
Record Revenue Share in Q2
Apple achieved a record 49% share of global smartphone revenue during the second quarter, according to Counterpoint Research. This marks the company's highest-ever revenue share for a second quarter. Despite a market-wide decline in shipments, Apple's revenue increased by 22% year-over-year.
The company's average selling price (ASP) for smartphones rose to $946, up from $879 a year earlier. This growth occurred as total smartphone revenue across the market grew 7% year-over-year during the same quarter. Apple recorded the fastest growth among the five largest brands.
Shipment Performance
Apple also reached its highest-ever shipment share for a second quarter, rising to 21% from 17% a year earlier. However, the company remained in second place behind Samsung, which captured 23% of global shipments. Other brands in the top five experienced declines in their shipment shares, with Xiaomi seeing the steepest drop from 14% to 11%, and its unit shipments falling 26% year-over-year.
Dominance in Premium Segment
In the first half of 2026, Apple captured 65% of the premium smartphone market, defined as devices priced at $600 and above. This segment accounted for a record 29% of the overall market during this period, an increase of four percentage points year-over-year. Apple's share in this premium category is up from 63% in H1 2025, though down from 74% in H1 2022.
The strong performance of the iPhone 17 line, particularly the base model, contributed to Apple's 9% year-over-year growth in the premium segment. Samsung maintained its share at 19% in H1 2026, up from 17% in 2022.
Market Trends and Component Costs
The market-wide memory shortage impacted several smartphone manufacturers. Rising memory and component costs are influencing smartphone pricing, creating opportunities for original equipment manufacturers (OEMs) to focus on premiumization. As prices for mid-segment Android smartphones increase, the price gap with premium devices, including older or discounted flagship models, is narrowing.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
The daily brief
One email each morning: the day's tech stories, clustered across outlets and summarized. No account needed.
One email a day. Unsubscribe in one click, any time.
Today's brief
Spend a few minutes, get the whole day. Every topic's top stories in one hands-free rundown — listen, watch, or read the transcript.
▶ Play today's brief
New every morning, and the back catalogue is archived by date.
How outlets covered it
Apple captured 65% of the premium smartphone market in the first half of 2026, a segment that grew to a record 29% of global smartphone sales. This growth was driven by the iPhone 17 line and indicates a broader industry trend towards premiumization, with OEMs expanding financing options to make flagship devices more accessible.
Apple captured 49% of global smartphone revenue in the second quarter, a record for the company, despite a market-wide decline in shipments. This indicates Apple's strong performance in the premium segment and its ability to maintain stable pricing amidst rising component costs, impacting its competitive position.