Smartphone Market: Apple Overtakes Samsung in Q1 2026
The global smartphone market declined in Q1 2026. Only Apple saw growth with its iPhones, surpassing Samsung for the first time.
According to Counterpoint, Apple's iPhones are selling excellently despite the memory crisis.
(Image: Mac & i)
Global smartphone shipments decreased by 6 percent in the first quarter of 2026 compared to the same period last year. The cause is exorbitantly increasing costs for DRAM and NAND memory, which are impacting supply chains and driving up costs for manufacturers. Furthermore, according to market researchers Counterpoint Research, consumer sentiment remained weak in light of tensions in the Middle East.
According to the analysis of sales figures for the first quarter of 2026 presented by Counterpoint – estimates for Apple, as the manufacturer does not publish figures for iPhone sales – only Apple managed to gain market share with its iPhones in the first three months of this year. The remaining manufacturers among the Top 5, which include Samsung, Xiaomi, Oppo (including OnePlus and Realme), and Vivo, recorded declining sales figures. As a result of this development, Apple led the first quarter for the first time with a market share of 21 percent. Apple recorded growth of 5 percent compared to the same period last year, while Samsung lost 6 percent compared to Q1 2025, positioning itself one percentage point behind Apple with 20 percent.
Counterpoint attributes Apple's growth to strong demand for the iPhone 17 Series but also to “proactive supply chain management” in the face of memory shortages and improved performance in China. Additionally, Apple's aggressive trade-in programs combined with strong customer loyalty are further growth factors.
(Image:Â Counterpoint Research)
According to the market researcher, Samsung's sales figures declined in the first quarter as the brand struggled with weaker demand in the mass market segment; furthermore, the top models of the S-Class were introduced later this year than in previous years. However, the initial momentum of the S26 series remains strong. The Galaxy S26 Ultra model is proving to be the most popular, according to Counterpoint. Xiaomi was particularly hard hit, recording the largest decline among the top 5 manufacturers with a decrease of 19 percent (market share: 12 percent).
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Memory Shortage Slows Down the Industry
Counterpoint's Senior Analyst Shilpi Jain says the decline in smartphone shipments is primarily due to memory manufacturers prioritizing AI data centers over consumer electronics. This erodes manufacturers' margins and forces them to pass on increased material costs directly to consumers.
Jain further states: “The shortage of memory chips and rising costs have impacted the price-sensitive segments the most, such as entry- and mid-range devices, which are most exposed to such demand and supply pressures.” Meanwhile, manufacturers of premium devices like Apple can relatively well counteract these burdens, while “volume-oriented Chinese brands” experienced stronger losses.
Strong Growth from Google and Nothing
While the Top 5 are showing declining figures, Counterpoint points out that smaller brands are still growing healthily in the first quarter: The market researchers highlight Google and Nothing, which recorded growth of 14 percent and 25 percent respectively in the period from January to March 2026 compared to the previous year.
“Google's Pixel lineup is strengthening its presence across key mature markets, with its edge AI capabilities, computational photography, and clean, user-friendly software helping the brand gain share,” says Counterpoint. Nothing, meanwhile, “continues to benefit from its distinctive design, niche positioning, and growing consumer awareness, driving strong adoption in its target segments.” In particular, the recently introduced Nothing models Phone (4a) and (4a) Pro were met with “great enthusiasm from consumers,” according to Counterpoint, further accelerating the brand's growth.
Due to the ongoing memory shortages, which are expected to last until the end of 2027, Counterpoint forecasts bleak prospects for the year 2026. The market researchers expect manufacturers to therefore “prioritize value over volume, make configuration updates, remove low-margin models from their product range, and use refurbished devices to retain price-conscious users.” In light of the expected further premiumization of the market, coupled with margin pressure, companies are likely to focus more on software, expanding their ecosystem, and services to achieve growth in the coming quarters, believes Counterpoint.
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