The iPhone 17 has achieved what few smartphones manage, leading the global market during a quarter that traditionally sees fewer purchases and while overall demand contracts. Apple secured several notable results in the period, even as it prepares for its next launch.
Analysis of the second quarter of 2026 placed the iPhone 17 as the world’s best-selling smartphone. The iPhone 17 Pro Max and iPhone 17 Pro followed in second and third place, giving Apple a clean sweep of the top three positions. The mid-range iPhone 17e also contributed, helping to reinforce the brand’s standing as a global smartphone leader.
Apple leads a contracting market
The achievement is more striking when set against the wider picture. The overall market recorded an 11% decline in the second quarter of 2026, with many brands shifting focus towards premium products to weather an ongoing RAM shortage. Despite this and the broader downturn, Apple’s value proposition helped push the iPhone 17 to the top spot.
Apple’s unit sales grew 5% year on year despite the market decline. Sales rose across India, Japan and the MEA region, and nearly doubled in South Korea, driven by the iPhone 17 series. The base iPhone 17 remained the best-selling model during the quarter, supported by upgrades that narrowed the gap with the Pro versions.
Strong premium demand lifted iPhone 17 Pro and Pro Max sales, aided by trade-in schemes, promotions and accessible financing that improved affordability. Rising smartphone prices also encouraged consumers towards higher-end tiers, further strengthening Apple’s competitive position.
Samsung claims a historic Android win
Although it did not take the overall lead, Samsung recorded a significant result of its own. The Galaxy S26 Ultra was identified as the world’s best-selling Android phone during the quarter. It is also the first ultra-premium Android device to lead Android sales in a June quarter.
The outcome reflects Samsung’s decision to move the Galaxy S26 launch to February, a shift from its usual Galaxy S announcement timetable. The later release compared with the Galaxy S25 series pushed more sales into the second quarter, and the Galaxy S26 Ultra outperformed its predecessor.
Together, the two brands accounted for 26% of global smartphone shipment units in the quarter, up two percentage points from the second quarter of 2025.
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Image: phonearena.com
