Apple leads smartphone market as global shipments decline
Samsung slipped to second place with a 20% market share
Apple led global smartphone shipments in the first quarter of 2026, recording a 5% year-on-year increase despite an overall decline in the market, according to Counterpoint Research.
The broader smartphone industry saw shipments fall 6% compared to the same period last year, pressured by memory component shortages and weaker consumer demand, further impacted by geopolitical tensions in the Middle East.
Apple captured a 21% market share, marking the first time it has led the smartphone market in a first quarter.
Analysts attributed the company’s performance to its strong premium positioning, efficient supply chain and robust demand in China. iPhone sales in China surged 23% during the first nine weeks of the year.
Meanwhile, Samsung slipped to second place with a 20% market share, as its shipments declined 6% year-on-year.
The drop was linked to delays in its flagship Galaxy S26 launch and weaker performance in the entry-level segment.
Xiaomi retained third position with a 13% share, though it recorded the sharpest decline among the top five brands.
According to analysts, the overall slowdown is largely due to memory suppliers prioritising resources for AI data centres over consumer electronics, tightening supply across the smartphone market.