Counterpoint Research uniquely tracks both sell-in and sell-through of mobile handsets in the market, giving a broader perspective of the market dynamics. This report covers quarterly sell-in vs sell-through of Apple iPhone models along with average selling price (ASP). The report provides global iPhone shipment and sales by quarter helping clients to understand the demand/supply scenario for the individual models. In Q2 2026, iPhones shipments increasing 13% YoY, supported by resilient premium demand and stronger contribution from the latest generations.

Insight

SEA Smartphone Shipments Fall 15% YoY, Steepest Since Q1 2023; Samsung Leads, Apple Remains Among Top Five

Southeast Asia (SEA) smartphone shipments fell 15% YoY in Q2 2026 as component cost pressures persisted and consumer spending remained weak.