Samsung Galaxy S26 Ultra achieves first in Android history
A premium Android phone tops the best-sellers list for the first time ever.
1Historic peak for Android
According to Counterpoint Research's Q2 2026 report, Samsung's Galaxy S26 Ultra premium model made history by becoming the best-selling Android phone. This marks the first time an ultra-premium Android device has led sales in a June quarter. Analyst Harshit Rastogi notes the S26 Ultra accounted for over half of the series' total sales. It also outperformed its predecessor, the S25 Ultra, demonstrating significant market traction in the high-end segment.
2Apple maintains overall lead
Apple's iPhone 17 series dominated the top three spots in the global top 10 best-selling phones list. The iPhone 17 Pro Max ranked first, followed by the 17 Pro in second place, while the Galaxy S26 Ultra secured fourth position. The mid-range Galaxy A07 maintained its expected Android leadership at fifth place. Unlike 2025, this year's top 10 was exclusively shared between Samsung and Apple, showcasing their market dominance.
3Market share growth
The two giants captured 26% of the global smartphone market, showing a 2% year-over-year increase. However, Omdia's July report revealed an overall 4% market contraction, primarily attributed to the memory chip crisis. Despite this negative trend, Samsung and Apple achieved 2% and 4% growth respectively, highlighting their resilience in a challenging market environment.
4Standout features
The S26 Ultra's Privacy Display technology emerged as its most notable feature. Traditionally, Samsung's mid-range Galaxy AI series performed best just below Apple's offerings. This time, however, it outperformed the $200-500 cheaper A-series models. Its success in the premium segment reflects shifting consumer preferences toward high-value devices with advanced privacy features.
5Memory crisis impact
Omdia analyst Runar Bjorhovde warns that memory chip supply constraints will negatively affect the market in the next two quarters. The anticipated sharp decline in Q3 and Q4 may persist even during the traditionally strong holiday season. Despite multiple device launches and festive sales, supply chain issues are expected to challenge the industry's recovery.
6Sales timing advantage
The timing of Samsung's first Galaxy Unpacked event this year contributed to the S26 Ultra's success. A significant portion of sales shifted to Q2, boosting its June quarter performance. Normally concentrated in Q1, premium phone sales followed a different pattern in 2026 due to this calendar change.
7Market outlook
The smartphone market paints a gloomy picture in the first half of 2026. Omdia projections suggest the downward trend will continue through year-end, potentially canceling the usual holiday season rebound. This uncertainty may force manufacturers to reconsider their 2027 strategies, particularly regarding inventory management and product launches.
8Changing consumer trends
The S26 Ultra's success indicates consumers are increasingly valuing premium features. Despite the mid-range segment's traditional strength, this high-priced model's breakthrough is remarkable. Privacy-focused features and new technologies are becoming decisive factors in purchase decisions. This shift may require manufacturers to fundamentally rethink their product strategies to meet evolving consumer expectations.