We have fresh data showing how Apple performed during the second quarter of 2026, and the numbers reveal some big shifts. The company saw major jumps in revenue for some of its most popular gadgets while other segments cooled off. A recent report from Counterpoint Research breaks down the global market share for the tech brand across its different hardware and services. Let us take a closer look at what drove these changes.
The newest phone series pushes revenue to a summer record
The iPhone category had an incredibly strong showing this time around. Revenue grew by 22 percent year over year to hit $54 billion. Much of this success came from the high demand for the iPhone 17 lineup, especially the base model and the Pro Max version.
By holding prices steady while competitors raised theirs, the company managed to boost shipments by 13 percent. The phone now makes up 49 percent of the total revenue share, up from 44 percent last year. Volume share also climbed from 17 percent to 21 percent.
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Laptop sales grow rapidly despite a drop in average prices
Computers also brought in solid numbers this quarter. Revenue for the Mac lineup jumped 29 percent, and shipments increased by 30 percent. A successful launch for the MacBook Neo pushed these figures up, even with some supply limits.
Because the new Neo model is priced lower, the average selling price for computers fell slightly by 1 percent. Still, laptops grew their global volume share to 16 percent, a noticeable jump from the 9 percent seen a year earlier.
Tablets face a slight dip after a massive prior year
On the tablet side, things slowed down a bit. Revenue for the iPad fell by 6 percent, and shipments dropped by 4 percent. This happened mainly because the company had a massive second quarter last year following the release of the 11th generation model.
The newer iPad Air helped keep the numbers from falling further. Even with the drop in revenue, tablets still hold a massive 55 percent of the global revenue share for their specific market segment.
Wearables find success through a cheaper watch and new earbuds
Smartwatches had a great quarter for volume. The Apple Watch saw shipments grow by 14 percent, led by strong sales of the Series 11, Ultra 3, and SE 3. The SE 3 was so popular that it accounted for almost a third of all watch shipments, which caused the average selling price to drop by 6 percent.
Audio gear told a different story. Shipments for AirPods dropped by 1 percent, but revenue went up by 3 percent. The addition of a new Pro model meant buyers were spending more on higher-end options.
Overall, the company closed out the quarter in a very strong position. While services revenue grew slower than expected due to app store cooling, hardware sales easily picked up the slack. By balancing premium offerings with more affordable entry points like the SE watch and Neo laptop, the brand continues to pull more users into its ecosystem.
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