Apple Dominates the Global Smartphone Market in the Q1 2026

According to Counterpoint's report, global smartphone shipments in the first quarter of 2026 fell by 6% compared to the first quarter of last year (year-on-year/yoy).

This figure refers to the decline in sell-in shipments, which are shipments from manufacturers to distributors, rather than to end consumers.

"The decline in shipments was primarily driven by memory industry players prioritizing AI data centers over consumer electronics products," said Counterpoint's senior analyst, Shilpi Jain, in her report (April 10, 2026).

"In addition to limited memory supplies, rising energy prices, logistics costs, and economic uncertainty due to conflicts in the Middle East also dampened consumer interest in new devices," she continued.

In the first quarter of 2026, Apple dominated the market with a 21% share of total global smartphone shipments.

Apple's shipments also increased by 5% (yoy), recording the highest growth among its competitors.

"Apple remains the most resilient brand to the memory crisis thanks to its ultra-premium positioning and highly integrated supply chain," said Counterpoint.

"Strong and sustained demand for the iPhone 17 series, aggressive trade-in programs, and user ecosystem loyalty drove overall growth despite a weakening macro environment," they said.

Then Samsung ranked second globally with a 20% share of shipments in the first quarter of 2026.

According to Counterpoint, Samsung's shipments fell by 6% (yoy) due to weakening demand in the mass-market segment and delays in the launch of the S26 series.

Then Xiaomi achieved a share of 12%, followed by Oppo (including OnePlus and Realme) with 11%, and Vivo with 8%.

Meanwhile, smartphones from other brands collectively achieved a share of 28% of shipments in the first quarter of 2026, a decrease of 10% (yoy).