Apple iPhone 17 gains momentum globally with 13 percent uptick as rivals hike prices

Counterpoint Research data published on August 26 shows Apple bucked smartphone market headwinds in the second quarter of 2026 by growing iPhone shipments 13 percent versus the year-ago period. The firm's decision to hold prices steady on existing models proved decisive when competitors lifted rates to offset rising component expenses. This pricing advantage appears to have prompted early buying activity, with market observers expecting fresh iPhone models to command premium pricing upon their autumn release. Geography proved uneven: South Korea emerged as the strongest performer with 35 percent expansion, while China and Europe each delivered over 20 percent gains. Meanwhile, carrier incentives anchored US growth at 6 percent, Japan matched that performance buoyed by standard model demand, and India faced headwinds from supply tightness that dragged shipments down 0.4 percent.

1. Global iPhone shipments grew 13% year-over-year in Q2 2026 per Counterpoint Research data released August 26
2. South Korea achieved 35% growth, the strongest among major markets
3. China saw 23% growth, outpacing its broader smartphone market
4. Europe registered 22% shipment growth
5. US shipments advanced 6%, aided by carrier promotions with trade-in subsidies reaching $1,100
6. Japan expanded 6%, driven by standard iPhone 17 demand
7. India slipped 0.4% due to supply constraints and inventory shortages
8. Apple kept pricing flat while Android competitors raised prices due to elevated component costs