The iPhone 17 was the world’s best-selling smartphone during the first quarter of 2026, leading a market where the top 10 models captured a record 25% of total global sales. This represents the highest market concentration ever documented for a March quarter.

The standard iPhone 17 model accounted for 6% of all global unit sales. It was followed closely by the iPhone 17 Pro Max and the iPhone 17 Pro, which secured the second and third positions, respectively. Analysts attribute the base model’s success to hardware upgrades—such as increased base storage, higher camera resolution, and faster display refresh rates—that bridge the gap between it and Apple’s premium tiers. Consequently, the device saw double-digit growth in the U.S. and China, while sales in South Korea tripled compared to the previous year. Overall, Apple captured 21% of all smartphone shipments during this period.

The trend toward premium devices is being accelerated by a global memory shortage, which has increased component costs and pressured profit margins for budget-friendly segments. This has led many Android manufacturers to pivot their focus toward high-end models.

Samsung maintained a significant presence, with its Galaxy A series occupying five of the top 10 spots. The Galaxy A07 4G was the top-selling Android device, performing particularly well in Latin America, the Middle East, and Africa. Samsung’s commitment to six years of software and security updates has enhanced the appeal of this model for long-term users. While the Galaxy S26 Ultra narrowly missed the top 10, it outperformed its predecessor in early sales, aided by new AI capabilities and a specialized privacy display. Xiaomi’s Redmi A5 completed the list in tenth place.

Future Outlook

As global shipment volumes are projected to decline, market share is expected to consolidate further among top-tier models. Manufacturers are increasingly prioritizing profit margins and long-term value over sheer shipment volume.

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