According to Counterpoint Research, Apple captured nearly half of global smartphone revenue during the second quarter, despite a market-wide decline in shipments. Here are the details.
A new report from Counterpoint Research (via MacMagazine) says Apple captured a record 49% of global smartphone revenue during the last quarter, as its revenue rose 22% year over year. That marked the company’s highest-ever revenue share for a second quarter.
Counterpoint says total smartphone revenue grew 7% year over year during the quarter, with Apple recording the fastest growth among the five largest brands. Its average selling price rose to $946, up from $879 a year earlier.
Apple also reached its highest-ever shipment share for a second quarter, rising to 21% from 17% a year earlier. Even so, the company remained in second place behind Samsung, which captured 23% of global shipments. The remaining brands in the top five all saw their shipment shares decline, with Xiaomi posting the steepest drop, from 14% to 11%. Its unit shipments fell 26% year over year.
As Counterpoint noted, the market-wide memory shortage forced several smartphone manufacturers to raise prices as component costs increased and supplies tightened. Apple, meanwhile, kept iPhone pricing largely stable, although Counterpoint expects that to change in the coming quarters.
Apple’s growth was led by the sustained demand for the iPhone 17 lineup, particularly the base iPhone 17 and iPhone 17 Pro Max, which kept the brand’s mix skewed toward premium. Unlike peers that pushed through steep price increases, Apple kept pricing largely stable, reflecting its ability to absorb rising BOM costs and remain insulated from the memory crisis. However, Apple will likely increase prices in the coming quarters. This discipline strengthened Apple’s competitive position, enabling growth in both value and volume even as much of the market contracted. Regionally, China, Europe and emerging markets were the standout performers, as stable pricing improved Apple’s relative value proposition amid widespread Android price increases.
Counterpoint’s report came on the heels of Apple’s fiscal Q3 2026 earnings call, during which the company warned that supply constraints would increase significantly in the September quarter, particularly for the iPhone, iPad, and Mac.
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