Apple finished as the world’s top smartphone brand by shipments in the first quarter of 2026, marking the first time the company has ever led the global smartphone market in Q1. The milestone comes during a difficult quarter for the industry, as memory chip shortages and weaker consumer demand pushed the overall smartphone market down by 3% year over year.
According to new data from Counterpoint Research, Apple captured 21% of global smartphone shipments in Q1 2026 and recorded 9% yearly growth. Samsung also reached 21% market share, although its shipments remained mostly flat compared to the same period last year.
The strong performance came mainly from continued demand for the iPhone 17 lineup, which also dominated global smartphone model sales during the quarter. Apple’s iPhone 17 series reportedly secured the top three positions in worldwide handset sales rankings, showing that premium smartphone demand remained stable despite broader market pressure.
Apple benefited from strong iPhone 17 sales
Apple’s growth did not come from one factor alone. Alongside strong iPhone 17 demand, the company also benefited from improved supply chain management amid the ongoing memory shortage affecting smartphone makers worldwide.
Counterpoint said Apple handled the DRAM and NAND memory crisis better than rivals because the company protected its premium pricing strategy and maintained stronger profit margins while production costs increased across the industry.
Apple also saw improved performance in China during the quarter, helping the company strengthen shipments in one of the world’s most competitive smartphone markets.
Here are the top smartphone brands by global shipment share in Q1 2026:
- Apple: 21%
- Samsung: 21%
- Xiaomi: 12%
- OPPO: 10%
- vivo: 7%
- Others: 29%
Smartphone market still faces pressure
The broader smartphone market remained under pressure during Q1 2026 as manufacturers dealt with rising memory prices, cautious consumer spending, and regional instability in several markets.
Latin America was the only region to record growth during the quarter, while Europe, Asia-Pacific, and the Middle East saw declines. Counterpoint also noted that the ongoing Iran war affected shipments in some regions due to temporary delivery disruptions.
Meanwhile, brands including Xiaomi, OPPO, and vivo all recorded shipment declines compared to last year, while HONOR stood out with 31% yearly growth driven by overseas expansion and aggressive promotions.
Apple CEO Tim Cook recently said memory shortages and rising component costs will likely affect Apple more later in 2026, while analysts expect the supply crisis to continue into 2027.
