Android smartphones account for 75% of global sales; Pixel 10a is successful in Japan

A recent survey reveals that the Android operating system maintains its leading position in the global smartphone market. However, a more detailed analysis, country by country, points to different scenarios, with Google’s Pixel line devices gaining prominence in just one specific nation. Counterpoint Research released this data on August 28, 2026.

According to Counterpoint Research’s analysis of the share of operating systems in global smartphone sales, Android remains comfortably ahead. Globally, approximately 75% of smartphones sold use Android, while Apple’s iOS accounts for 20% of the market. The remaining 5% is occupied by HarmonyOS, developed by Huawei.

Read also: Motorola’s new foldable cell phone surpasses the weight of the iPhone 17 Pro Max and gets a discount

The results for the second quarter of 2026 showed few variations compared to the same period of the previous year. Android’s share fell by 4%, from 79% to the current 75%, with this share being absorbed by Apple (4% gain) and Huawei (1% increase).

Understand the case: Apple cuts prices for the iPhone 17 Pro and Pro Max in the Chinese market to boost sales

The Counterpoint report indicated that the success of the Samsung Galaxy S26 series, especially the Ultra model, was crucial to stopping a sharper decline of Android in the market. This 4% drop in Android’s share in Q2 2026, which took it to 75%, is attributed to the growing competitiveness of iOS and HarmonyOS. Chinese Android manufacturers, in turn, are reorienting their strategies towards higher-value devices, reducing the production of entry-level models due to the shortage of RAM memory and the increase in the cost of components, a scenario known as “RAMageddon”.

At the same time, another survey by Counterpoint provided details on the five best-selling smartphones in the main world markets during the second quarter of 2025. In these rankings, Apple’s iPhone 17 line frequently appeared in the top positions. A notable case is Japan, where Google’s Pixel 10a secured a prominent position, right after the iPhone 17 and iPhone 17e models. This was the only market in which a Google device was positioned among the best sellers, with the Pixel 10a reaching 7% of smartphone sales in Japan in the period, reinforcing the acceptance of the more affordable Pixel models in the region. It is important to mention that the previous version, Pixel 9a, was not present on this same list in the previous year.

More on this story: Apple strategy reduces prices of iPhone 17 Pro and Pro Max to dominate the global market