Apple Took Top Spot as Global Smartphone Shipments Fell 6 Percent YoY in Q1 2026: Counterpoint

According to a new report by Counterpoint Research, in Q1 2026, global smartphone shipments were 6 percent year-over-year (YoY) decline. The reasons for the decline are argued to be lack of DRAM and NAND memory components and weaker demand. Despite the overall market contraction, Apple led the global smartphone shipment with 21 percent market share (as of September 2017) due to the sale of iPhone 17 and its worldwide sales. Samsung finished second, while Xiaomi remained third place in the list of s. China’s brands Oppo and Vivo were fourth and fifth in the list of Chinese s, with four titles.

Global Smartphone Market Contracts in Q1 2026

According to Counterpoint Research’s preliminary Market Monitor report, worldwide smartphone shipments were 6 percent year-on-year (YoY) in the first quarter of this year due to shortage of memory components and weaker demand. While some areas were relatively stable, overall market sentiment remained cautious, the report notes. Brands have shifted pricing and production strategies by delaying launches and products, which has also delayed the launch of brands and their products. Tensions in the Middle East strained consumers to back down on discretionary purchases.

According to the report, Apple was a leader in the global smartphone market with 21 percent market share and 5 percent YoY growth. This is the first time that iPhone maker had market share in the opening quarter of a year. Despite the iPhone maker’s strong growth, which was registered by high demand for the newer iphone 17 and trade-in programmes as well as in key Asia-Pacific markets including India, it also saw an increase in market share of its own products.

Earlier quarter, Samsung was second in the previous quarter behind with 20 percent market share. However, the brand suffered a 6 percent decline due to weaker mass-market demand for the label and delayed launch of the Galaxy S26 family. According to the report, “the lineup has a strong early momentum,” with the Galaxy S26 Ultra variant being the most popular.

While Xiaomi remained third with 12 percent share, market share of the company’s market shares declined amid the ongoing memory shortage. In the report, it says that “the focus on the price-sensitive entry-level segment affected brand”. The premium segment is strong, as the Xiaomi 17 line is doing well in China.

Conversely, Oppo and Vivo were fourth and fifth places (11 percent market share) and 8 per cent marketshare respectively. In India, Vivo registered growth in India despite slight decline of the . In the first-level segment, Oppo performed well with the series Opppo A5 and a popular product like The OpPo Find N5,” according to the report.

Google and Nothing posted significant YoY growth of 14 percent Yoy, 25 percent for YoJ, Counterpoint says. However, Counterpoint says the outlook for 2026 is still weak due to continued memory shortages. The market research firm says the memory crunch will last until late 2027 when it is expected to be a “mortgaging crunching” for the company’s target audience. Brands will be growing in the next quarters by software, ecosystem expansion and services according to the report.