Global Smartphone Gross Profit Tracker by Brand, Q2 2026
Overview
The Global Smartphone Gross Profit Tracker by Brand highlights the global smartphone market and the top 11 vendors' quarterly revenue, gross profit and gross margin. These 11 brands together capture close to 99% of the total market by revenues and gross profit.
In Q2 2026, the global smartphone market's gross profit increased 7.3% YoY in Q2 2026, marking the highest gross profit ever recording in Q2. The positive change was supported by a strong ASP increase, up 18% YoY, also the highest ever for a Q2. Gross margin (GM%) declined from 26.7% in Q2 2025 to 26% in Q2 2026. However, much of the GM resilience is driven by another blockbuster quarter by Apple. Outside of Apple, every major OEM saw margin contraction as compared to the year ago quarter. Component costs inflation accelerated, with memory price increases cited in all earnings calls by publicly listed companies. Companies are in a defensive mode, i.e., prioritizing margins than market share. We expect further downward pressure to GM% in the next quarters.
What the Full Report Will Cover
- Brand-level revenue, gross profit and gross margin of 11 major smartphone OEMs, representing around 99% of total market revenue and gross profit
- Comparison of revenue share and gross profit share to assess brand positioning and value capture
- Quarterly shifts in vendor performance, profitability and overall market dynamics
Who Should Read This
- Smartphone and handset industry professionals tracking global market trends
- OEMs and strategy teams benchmarking brand performance against competitors
- Component suppliers, operators and channel partners assessing market sustainability and vendor dynamics
- Investors and analysts evaluating revenue and profitability trends
Key Questions the Report Answers
- How are smartphone revenues and gross profits changing?
- Which brands are gaining or losing revenue and profit share?
- How do leading brands compare in terms of revenue and value capture?
- Which vendors are driving overall smartphone market revenue and profit growth?
Category
Industry
Smartphone
Service
Market Monitor Vendor Expansion
Report Type
Report
Time Period
Quarterly
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Author
Shiwen Ma
Shiwen is a research analyst specializing in the smartphone market, based in Shenzhen, China. Prior to joining Counterpoint Research, Shiwen served SDIC securities as a TMT euqity analyst.
Yang Wang
Yang is a Principal Analyst at Counterpoint Research, based out of London. Yang has 10 years of work experience with particular interest in mobile devices, ecosystems, Emerging Markets, supply chain and macro topics that affect the global technology industry. As a tech analyst he has been quoted extensively by leading financial and media outlets. Yang started his career as a management trainee at Jardine Matheson, worked in business development at a SaaS startup, and most recently held marketing and research roles at KaiOS Technologies. Yang holds a Master of Science in Management from London Business School, and a Master of Science in Psychology from the University College of London.