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Counterpoint Research has released its latest report on global smartphone shipments for the first quarter of 2026, revealing that strong consumer interest in the iPhone 17 allowed Apple to secure the leading position in the market for the first time during a Q1. Here are the key insights.
According to the report, Apple’s worldwide smartphone shipments increased by 5% year-over-year in Q1 2026, despite a decline in overall market demand, with some brands experiencing drops of up to 19%.
Apple’s market performance, as summarized by Counterpoint, is notable:
Apple captured a 21% market share, marking its first-ever Q1 leadership with 5% growth. The company’s resilience is credited to its premium brand positioning, highly integrated supply chain, and continuous demand for the iPhone 17 series, supported by aggressive trade-in offers and the loyalty fostered by its ecosystem. The report highlights particularly strong growth in key Asia-Pacific markets such as China, India, and Japan, underscoring robust regional demand and strategic market initiatives.
The report attributes the overall market downturn mainly to ongoing shortages of DRAM and NAND memory, which, coupled with decreased demand in various regions, led manufacturers to limit shipments and pass rising costs onto consumers—further dampening sales.
Additionally, Google and Nothing experienced annual growth of 14% and 25%, respectively, but their sales volumes remain relatively small, preventing them from entering the top five ranking, thus remaining categorized under “Others.”
In the top segment, this quarter sees Apple leading with a 21% share, followed by Samsung at 20%, despite a 6% drop year-over-year. Xiaomi secured third place with a 12% share but faced a 19% decline. OPPO claimed fourth with 11%, down by 4%, while vivo accounted for 8%, decreasing by 2%. The combined share of other original equipment manufacturers (OEMs) reached 28%, experiencing a 10% decline overall.
Looking forward, Counterpoint advises that the market outlook for 2026 remains cautious, primarily due to the persistent memory chip shortages expected to linger into late 2027. Manufacturers are likely to focus on providing better value, releasing configuration upgrades, discontinuing low-margin models, and promoting refurbished devices to attract budget-conscious consumers.
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