Overview

Following up on the series of quarterly Market Monitor reports, this is our latest report highlighting the value share for 45 brands. This report from Counterpoint’s Market Monitor service highlights the revenues, ASPs (Average Selling Price) and shipments for 45 brands in the smartphone and feature phone segments. These 45 brands together capture close to 94% of the total market by revenues.

In Q2 2026, global smartphone revenue grew 8% YoY to a record $110 billion, despite a 7% YoY decline in shipments. The market continued to face pressure from rising Bill of Materials (BOM) costs and memory shortages, but broad-based price increases and a stronger premium mix supported revenue growth. Smartphone ASP increased 16% YoY to a record $399, driven by resilient premium demand, contraction in entry-level segments and memory-related price hikes across Android OEM portfolios. Apple recorded the fastest revenue growth among major smartphone brands, rising 22% YoY to its highest-ever second-quarter level, supported by sustained demand for the iPhone 17 lineup and largely stable pricing that helped the company gain both volume and value.

What the Full Report Will Cover

• Global shipments, revenues and ASP trends across smartphones, feature phones and the overall handset market
• Brand-level shipment, revenue and ASP performance for 45 major smartphone brands, representing around 94% of total market revenue
• Comparison of shipment share and revenue share to assess brand positioning and value capture
• Quarterly shifts in vendor performance, asp 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 demand and vendor dynamics
• Investors and analysts evaluating shipment, revenue and ASP trends

Key Questions the Report Answers

• How are smartphone, feature phone and total handset shipments, revenues and ASPs changing?
• Which brands are gaining or losing share by shipments and revenue?
• How do leading brands compare in terms of ASP and value capture?
• Which vendors are driving overall smartphone market revenue growth?