Apple emerged as the world’s leading smartphone vendor in the first quarter of 2026, capturing the top spot despite an overall decline in global shipments, according to data from Counterpoint Research.
Apple recorded a 5% year-on-year increase in shipments and secured a 21% market share-the first time it has led the market in a first quarter. The growth was driven by its strong premium positioning, integrated supply chain, and robust demand in China, where iPhone sales surged 23% in the early weeks of the year.
In contrast, global smartphone shipments declined 6% compared to the same period last year, impacted by memory component shortages and weakening consumer sentiment linked to geopolitical tensions in the Middle East.
Samsung slipped to second place with a 20% market share after shipments fell 6% year-on-year. The decline was attributed to delays in its Galaxy S26 launch and weaker performance in the entry-level segment.
Xiaomi retained the third position with a 13% share, though it recorded the steepest drop among the top five smartphone brands during the quarter.
Analysts said the broader slowdown in shipments reflects a shift in the semiconductor industry, where memory suppliers are increasingly prioritizing high-demand AI data center applications over consumer electronics.
The results highlight a diverging trend in the smartphone market, where premium segments continue to show resilience even as overall demand remains under pressure.
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