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The latest surfaced U.S. smartphone sales report says the market contracted in Q2 2026, but it does not provide enough brand-level data to declare a Q2 winner between Apple and Samsung. The clearest comparison comes from Q1: Counterpoint reported iPhone sales growth while the overall market shrank, whereas Omdia’s shipment data showed Apple still in first place and Samsung declining faster.
What the latest U.S. smartphone report says
Counterpoint Research’s August 13, 2026 update reported that U.S. smartphone sales fell 5% year over year in Q2 2026. Sales for the four largest U.S. phone makers—Apple, Samsung, Motorola and Google—combined fell 4%. Counterpoint attributed the pressure to higher memory prices and macroeconomic factors, especially affecting demand at the low end. Counterpoint’s Q2 sales report does not, in its surfaced summary, provide Q2 Apple and Samsung share figures.
Counterpoint published its quarterly U.S. smartphone market-share page on August 31, 2026. Its quarterly monitor covers smartphones and feature phones from more than 140 brands and represents more than 97% of industry device shipments, according to the company. That coverage description is not a substitute for the missing Q2 brand-level figures: the sales update and market-share page answer different questions.
Apple and Samsung: the latest comparable evidence is from Q1
Counterpoint’s sales measure favored the iPhone
For Q1 2026, Counterpoint said U.S. iPhone sales rose 1.3% year over year while total U.S. smartphone sales fell 5.7%. That points to relative outperformance by Apple for that quarter and sales measure; it does not establish Q2 share or a sustained trend. Counterpoint’s Q1 sales report is the source for both figures.
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Omdia’s shipment measure kept Apple first, with Samsung second
Omdia estimated that 33.4 million smartphones shipped in the U.S. in Q1 2026, down 3% year over year. Apple remained the leading vendor by shipments despite a 3% decline; Samsung ranked second, with shipments down 5%. Motorola was the only major vendor to grow, up 18%. These figures measure shipments, not Counterpoint’s reported sales. Omdia’s Q1 shipment report gives the estimates.
| Publisher and period | Measure | Reported result |
|---|---|---|
| Counterpoint, Q1 2026 | U.S. sales | iPhone sales rose 1.3%; the overall market fell 5.7%. |
| Omdia, Q1 2026 | U.S. shipments | Apple remained first, down 3%; Samsung was second, down 5%; Motorola rose 18%. |
| Counterpoint, Q2 2026 | U.S. sales | Overall sales fell 5%; Big Four combined sales fell 4%. Brand-specific Q2 figures are not stated in the surfaced summary. |
Why sales and shipment headlines differ
Sales or sell-through generally refers to phones sold through to customers, while shipments track devices sent into the market or channel. The measures can move differently because inventory, carrier and retailer activity, and timing affect when a device is shipped versus purchased. Counterpoint’s sales figures and Omdia’s shipment estimates therefore should not be combined into one continuous trend line or treated as competing measurements of the same event.
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Quarterly comparisons also depend on the comparison period and each firm’s tracking methodology. Omdia said Q1 2025 shipments were elevated as vendors and carriers built inventory ahead of possible U.S. tariff actions, making the year-over-year comparison unusually demanding. It also cited restrained carrier upgrades, rising memory and storage costs, and delayed device launches. Omdia analyst Eric Chen described the Q1 decline as modest and said performance depended on channel execution and timing.
Where demand held up—and where it weakened
Omdia’s Q1 2026 price-band data showed the most severe contraction in the middle of the market, rather than a uniform decline across price tiers.
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| U.S. price band | Year-over-year shipment change in Q1 2026 |
|---|---|
| Under $300 | Up 8% |
| $300–$599 | Down 19% |
| $600–$799 | Down 6% |
| $800 and above | Down 1% |
These are Omdia’s shipment changes for the stated U.S. price bands, not sales growth or market-share percentages. The figures suggest budget and premium segments were more resilient than the $300–$599 tier during that quarter; they do not show that every phone in a band performed alike. Omdia’s report discusses the segment split.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the report means if you are choosing a phone
Market leadership is not a buying recommendation. These reports describe aggregate sales or shipments, not whether a particular iPhone or Galaxy model offers better value, battery life, camera quality, software support or carrier compatibility for an individual buyer. Nor do market results establish that Apple or Samsung phones are the best fit at a given budget.
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- Compatibility with certain third-party devices and accessibility accessories, including some hearing aids, may vary depending on manufacturer support, Bluetooth protocols, software compatibility, and regional firmware limitations. For additional hearing aid compatibility information, please refer to Samsung’s official support documentation.
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- Compare the exact model generation and current price, rather than assuming a brand’s market position guarantees a better deal.
- Check whether the phone works on your carrier and whether the advertised price depends on a trade-in, installment plan or specific service plan.
- For a mid-range budget, compare the total cost and features carefully: Omdia’s Q1 figures show that the $300–$599 shipment tier was under greater pressure than the other listed bands, not that a particular handset is a poor purchase.
Counterpoint’s U.S. model sales page identifies its sell-through numbers as estimates subject to revision. Model-level estimates and quarterly market totals are useful context, but they still do not replace checking current listings and terms before buying.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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