Apple and Samsung dominate global smartphone market amid entry-level decline

A report from Counterpoint Research regarding the second quarter of 2026 reveals a significant polarization in the global smartphone market. The top 10 models captured a record 26% market share, a landscape dominated almost exclusively by Apple and Samsung.

Apple saw a 5% year-on-year increase in unit sales despite a general market decline, with the iPhone 17 emerging as the world's best-selling smartphone. Other top performers included the iPhone 17 Pro Max and iPhone 17 Pro. Samsung also achieved notable success, with its premium Galaxy S26 Ultra ranking 4th globally, driven by high demand for flagship models rather than its typical budget-friendly A-series.

Looking toward the long term, the market faces a shift in the entry-level segment. Projections suggest that annual shipments of smartphones priced under $200 could decrease by more than 230 million units by 2030 compared to 2025 levels. This represents an estimated 40% contraction in that specific price bracket.

This decline is attributed to rising component costs for memory and processors. Manufacturers are finding it increasingly difficult to maintain the sub-$200 price point without sacrificing profit margins or hardware quality. As costs rise, entry-level devices are expected to migrate into higher price tiers, even if consumer demand in low- and middle-income regions remains steady.