APPLE TRACKER (June): iPhone unit growth and share gains continue in weak smartphone market; AAPL FQ3 Preview mixed

Research evidence excerpt

APPLE TRACKER (June): iPhone unit growth and share gains continue in weak smartphone market; AAPL FQ3 Preview mixed

27 July 2026

U.S. IT Hardware

APPLE TRACKER (June): iPhone unit growth and share gains

continue in weak smartphone market; AAPL FQ3 Preview mixed

The Apple Tracker breaks down the latest data on iPhone sales and services from Mark C. Newman

+1 212 845 7822 Counterpoint and Sensor Tower, and analyzes what this means for Apple and the supply

mark.newman@bernsteinsg.com chain. For more on our Apple views see our Apple Deep Dive.

Mark Li Global smartphone shipments declined 11% YoY in Q2 2026, marking an

+852 2123 2645 acceleration from the 6% YoY decline recorded in Q1 as memory shortages mark.li@bernsteinsg.com

intensified. Despite the challenging industry backdrop, Apple significantly outperformed

the broader market, expanding its global smartphone market share to 20% from 17% in Alex Wang, CFA

+852 2123 2613 CQ2'25. Apple was also the only major OEM to avoid smartphone price increases during the

alex.wang@bernsteinsg.com quarter.

Stacy A. Rasgon, Ph.D. Apple's global sales momentum remained strong through June. On a monthly basis,

+1 213 559 5917

stacy.rasgon@bernsteinsg.com June sell-through revenue increased 11.2% YoY, while sell-through units rose 9.5% YoY and

ASP grew 1.5% YoY. For CQ2'26, sell-through revenue and units increased 6.1% and 4.6%

David Dai, CFA YoY, respectively, while sell-in units were up 9.5% YoY.

+852 2918 5704

david.dai@bernsteinsg.com For the full quarter FQ3’26, we find that iPhone unit sales are trending better than

consensus, while ASPs trending worse due to strength in iPhone 17e. Services

April Li revenue is trending in-line. Although revenue appears below consensus, we have higher +1 917 344 8339