https://www.techradar.com/news/iphone-8-not-iphone-x-is-beating-samsung-galaxy-s9-in-total-market-share

Apple’s iPhone 8 has reclaimed the top of the sales chart, narrowly edging out the newer Galaxy S9 Plus, which fell to No. 2 and hasn’t exactly helped Samsung’s profits.

It also did better than the iPhone X by reaching a 2.4% market share and bouncing back from lower sales back in April, according to a data from Counterpoint Research. This boost in sales is attributed to smart advertising in Europe, namely Apple’s recent “How to shoot on iPhone” ads, which led up to the start of the World Cup last month.