iPhone 17 Pro Max is the best seller in China

In the top 5, Huawei has two models appearing: Enjoy 90 Pro Max ranked third and Mate 80 ranked 5th with 4% and 2% sales market share respectively, according to newly released data from Counterpoint. The best-selling phone globally in the second quarter was iPhone 17, ranked fourth in China with 4% sales market share.

Chinese people's shopping trends have many similarities with those in Vietnam when the most expensive iPhone models are often the best sellers. The iPhone 17 trio are all in the high-end segment, accounting for about 15% of the second quarter smartphone sales market share here. Huawei's best-selling model is the Enjoy 90 Pro Max priced at 1,699-2,399 yuan (6.4-9.6 million VND) while the Mate 80 model is in the mid-range and high-end segment with prices from 4,699 yuan (17.4 million VND).

Having had outstanding sales in the month of launch, iPhone 17 Pro Max gradually gave up the best-selling position to iPhone 17 in the US. In the second quarter, three Apple phones led the rankings with 14, 13 and 10% sales market share, respectively. Samsung has two best-selling phones in the top and both in the low-cost segment: Galaxy A17 and A16.

As the best-selling smartphone in the world, iPhone 17 also ranks first in many major markets such as the UK, Germany, France, and Japan. In the UK and Japan, Apple's phones also show superiority with market shares of up to 28% and 26% respectively.

Samsung still leads in its home country of Korea with the Galaxy S26 Ultra model (28% market share), followed by the S26 (19% market share). The older S25 series is still among the top sellers in the UK and France.

India is a rare market where many new names appear in the top selling phones. In addition to the two models iPhone 17 and iPhone 16, this list also includes Galaxy M17 and Vivo Y31. In a country of billions of people, Oppo takes the leading position with the A6X model but the market share of sales of the models does not have a significant difference.

Previously, Counterpoint's report on the smartphone market in the second quarter of 2026 also showed that Apple still occupies the familiar leading three positions in the top 10, with iPhone 17, 17 Pro and 17 Pro Max. The company also won 7th and 10th positions for iPhone 17e and iPhone 16.

Samsung also had great success when for the first time a high-end model, Galaxy S26 Ultra, ranked fourth next to low-cost models A07 4G, A17 4G and 5G versions, and Galaxy S26.

Smartphone prices have continuously increased over the past year, pushing buyers to higher segments. This benefits Apple because its products are already in the high-end segment. This may also be the reason Samsung's S26 Ultra sold well and was once rare in fourth place.

Not only decreasing market share, Chinese companies are also the reason why the overall smart market decreased in sales by 11% in the last quarter. The decline is said to be due to a shortage of memory chips, increased product prices and companies such as Xiaomi, Oppo and Vivo having to change their strategy to focus resources on expensive, more profitable models.

Tuan Hung