Apple's latest iPhones are driving momentum in the premium segment, even as the broader market faces supply issues and softer demand in lower price categories.
New data from Counterpoint Research shows the top 10 best-selling smartphones accounted for 25% of global shipments in Q1 2026, the highest first-quarter concentration on record.
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The iPhone 17 led the rankings with 6% of global shipments. The iPhone 17 Pro Max and iPhone 17 Pro followed, giving Apple the top three spots.
The report highlights the strong reception of the lineup across multiple regions.
Key Upgrades Boost iPhone 17 Appeal
Apple narrowed the gap between standard and Pro models this year.
The base iPhone 17 now starts with 256GB storage, features a 48MP main camera, and includes a 120Hz ProMotion display.
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These upgrades made the regular model more attractive to mainstream users.
The device posted double-digit year-over-year growth in China, the US, and South Korea.
Analysts cite Apple's ecosystem advantages, trade-in offers, and brand loyalty as key factors behind the lineup's performance, despite memory component shortages affecting the industry.
Samsung and Xiaomi in the Rankings
Samsung secured five places in the top 10, mostly through its entry-level Galaxy A-series.
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The Galaxy A07 4G was Samsung's best-performing Android phone, especially in Latin America, Africa, and the Middle East.
The Galaxy S26 Ultra saw solid early demand but missed the list.
Xiaomi also appeared in the rankings with the Redmi A5, showing strength in budget-focused markets.
Apple's iPhone 17 lineup and Samsung's Galaxy A-series are setting the pace at opposite ends of the market.
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With competition intensifying around cameras, displays, on-device AI, and software ecosystems, the coming quarters will be crucial for major players.
