Smartphone market shifts as Huawei rises in China and Apple leads globally

The global smartphone market is undergoing a significant shift characterized by increasing concentration among top-tier brands. According to Counterpoint Research, the global market saw an 11% year-on-year decline in Q2 2026, yet Apple and Samsung maintained dominance, collectively accounting for five of the top ten best-selling models. The iPhone 17 emerged as the world's top-selling model, contributing to a 5% growth in Apple's overall shipments despite the broader market contraction.

In China, the competitive landscape has been reshaped by the resurgence of Huawei. Driven by the return of Kirin chips, Huawei reached a market share of 23% by Q2 2026, a six-year high. This growth has pressured other major Android manufacturers, while Apple remains a strong competitor in the high-end segment.

Regional market dynamics vary significantly. In the United States, Apple's dominance is pronounced, with the iPhone 17 series occupying the top three sales spots. Conversely, South Korea remains a stronghold for Samsung, where local models dominate the top five rankings. In India, the market shows higher diversity across various price points, while Japan exhibits high fragmentation among Apple, Google, and Samsung.

Technological trends indicate that Chinese brands like Xiaomi, OPPO, and Vivo are increasingly competing with Apple and Samsung by leading in specific hardware categories such as camera technology, charging speeds, and AI integration.