Samsung Overtakes Apple to Become the World’s Top Smartphone Brand Again

Samsung Electronics has regained its position as the world’s top smartphone brand in the second quarter of 2026, moving ahead of Apple after briefly losing the top spot earlier this year.

According to preliminary data released by market research firm Counterpoint Research, Samsung captured 24% of the global smartphone market during the second quarter. Apple followed with a 20% market share.

Samsung Reclaims Top Spot in Global Smartphone Market, Overtakes Apple

Samsung had lost the No. 1 position to Apple in the first quarter of 2026, marking the first time Apple had led the global smartphone market. However, Samsung managed to reclaim the lead just one quarter later.

Strong Galaxy S26 Sales Boost Samsung

Counterpoint Research credited Samsung’s recovery to the strong performance of the Galaxy S26 series. The company also benefited from maintaining relatively stable pricing in important markets such as India and the Middle East, while running aggressive promotional campaigns to attract buyers.

These factors helped Samsung increase sales and strengthen its position in the global smartphone market.

Delayed Launch Worked in Samsung’s Favor

Industry experts also pointed to the delayed launch of the Galaxy S26 lineup as a key reason behind Samsung’s strong second-quarter performance.

Because the flagship phones arrived later than usual, demand that would normally have been recorded in the first quarter shifted into the second quarter, giving Samsung a significant sales boost.

Market Conditions Also Helped

Another factor behind Samsung’s success was the changing strategy of several Chinese smartphone makers.

As memory chip prices increased, many Chinese brands reportedly reduced their budget smartphone offerings. This created an opportunity for Samsung to expand its presence in multiple markets and gain additional market share.

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Samsung Back on Top

With a 24% global market share, Samsung has once again become the world’s leading smartphone manufacturer, while Apple secured the second position with 20%.

The strong demand for the Galaxy S26 series, competitive pricing in key regions, and favorable market conditions helped Samsung return to the top of the global smartphone market after just one quarter.