Global Smartphone Revenue Hits Record $109 Billion in Q2 2026 as Average Selling Price Jumps 17%

In the second quarter of 2026, global smartphone market revenue rose 7% year on year to a record $109 billion. Despite a decline in global shipments over the same period, revenue reached an all-time high for a second quarter. The divergence between revenue and shipment trends was driven mainly by higher average selling prices. Supported by consumers' continued shift toward the premium segment, the average selling price rose 17% year on year to $400, a second-quarter record. Rising memory costs prompted Android vendors to raise prices broadly, also contributing to the ASP increase.

Apple accounted for 49% of global smartphone market revenue, a record for any second quarter. Apple's smartphone revenue rose 22% year on year in the quarter, shipments grew 13%, and average selling price increased 8%. Growth was driven mainly by sustained strong demand for the iPhone 17 series, with the base iPhone 17 and iPhone 17 Pro Max standing out. While most rivals raised prices sharply, Apple's overall pricing remained relatively stable. China, Europe and emerging markets were important growth drivers for Apple.

Samsung ranked second with a 16% revenue share, with revenue up 9% year on year. Steady demand for the Galaxy A series supported shipment growth, while the Galaxy S26 series strengthened its premium-market performance. The Middle East, Africa and North America drove growth, and vertical integration helped control costs.

Xiaomi's shipments fell 26% year on year, revenue declined 17%, and average selling price rose 13%. Due to a high share of entry-level and mid-range products, rising memory costs hit Xiaomi particularly hard. OPPO and vivo saw revenue fall 10% and 11%, respectively, while average selling prices rose 9% and 13%. vivo recorded the fastest ASP growth among the top five brands, but its high exposure to price-sensitive markets meant lower shipments offset the benefit of price increases.

Tight memory supply and rising component costs prompted most vendors to pass higher material costs on to consumers while focusing on the premium segment. Supply has become a key constraint on industry growth.