According to Counterpoint Research, Apple outperformed the broader US smartphone market in Q1, helped by continued iPhone 17 demand amid weakening Android sales. Here are the details.
In a new report, Counterpoint Research says that Apple saw a 1.3% year-over-year bump in iPhone sales in the U.S. during the first quarter of 2026, in stark contrast to a 5.7% decline in the overall market.
As Counterpoint notes, Apple’s performance was driven in part by stronger-than-expected demand for the base iPhone 17, as well as Samsung’s delayed launch of the Galaxy S26 series.
Historically, Samsung’s Galaxy S flagship phones have reached stores in January or February every year since 2021. This year, however, the Galaxy S26 lineup only hit shelves in mid-March, “leaving somewhat of a vacuum in the premium space for an extra month in Q1,” according to Counterpoint.
This helped the iPhone account for 75% of smartphone sales at the Big 3 US carriers in Q1 2026, up from 72% a year earlier.
Interestingly, the report notes that Apple’s “share grew the most at Verizon to 77% in Q1 2026.”
Another contributing factor for Apple’s gains was how each smartphone manufacturer reacted to pricing amid rising memory costs. Counterpoint noted that Apple kept iPhone 17e pricing consistent year over year while increasing entry-level storage to 256GB, even as peers raised prices.
From the report:
Through Q1 2026, Apple outpaced Samsung in Counterpoint’s average Smartphone Promotional Index scores across devices priced $600 and above in US postpaid channels. Apple increased its promotional power in this segment YoY in Q1, as did Motorola and Google, while Samsung declined. If Apple can avoid significant price increases and continue to outpace its peers in promotional dollars, it will be tough for Android OEMs to keep up in the year ahead.
To read Counterpoint Research’s full report, follow this link.
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