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A recent preliminary report from Counterpoint Research reveals that Apple dominated the smartphone market in early 2026, capturing nearly 50% of all revenue in the first quarter. This period also saw a record-high average selling price (ASP) for first-quarter smartphones, highlighting the company’s strong market position.
Counterpoint’s findings show that Apple achieved two notable milestones in Q1 2026. Firstly, it secured a 48% share of total smartphone revenue—its highest for a first quarter ever. Secondly, it experienced the fastest year-over-year revenue increase among leading smartphone brands, with its market share climbing from 43% the previous year.
In comparison, Samsung held a distant second place with an 18% revenue share, followed by OPPO—including OnePlus and realme devices—with 6%, Xiaomi at 5%, and vivo at 4%. The survey also noted that higher smartphone prices, driven by ongoing memory shortages, contributed to a 12% rise in ASP, which averaged $399.
Despite maintaining largely stable pricing, Apple reached a new first-quarter revenue record of $908 per device, even as many competitors, like Samsung, raised their prices. The report also indicates that Apple and Samsung each accounted for 21% of global shipments. Xiaomi was third with 12%, followed by OPPO at 10% and vivo with 7%.
Research Director Jeff Fieldhack commented on Apple’s performance, stating, “Apple’s growth was fueled by consistent demand for the base iPhone 17 and iPhone 17 Pro Max, with a higher proportion of these models positively influencing overall ASP by 11% compared to the previous year. Unlike its competitors, Apple managed to keep prices stable despite rising costs, demonstrating its ability to absorb inflationary pressures and remain resilient during the memory shortage crisis. Regionally, especially in the Asia-Pacific, Apple’s strength was supported by subsidies, promotional activities, and trade-in programs.”
For a full overview of Counterpoint’s findings, visit their detailed report at this link.
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