Apple led global smartphone shipments in the first quarter of 2026, even as the overall market declined due to supply shortages and weak demand, Counterpoint Research said on Friday.
The iPhone maker captured a 21% market share, growing 5% year-on-year. This is also the first time Apple has led the market in a first quarter.
Global smartphone shipments fell 6% from a year earlier, weighed down by shortages of memory components such as DRAM and NAND, the research firm said. Ongoing tensions in the Middle East also dampened consumer spending.

Counterpoint attributed Apple’s performance to strong demand for its latest iPhone lineup, premium positioning and tight control over its supply chain. The company also saw improved performance in key markets, including China, where sales rose sharply in early 2026.
By contrast, Samsung’s shipments declined 6% year-on-year, giving it a 20% market share. The drop was linked to a delayed launch of its Galaxy S26 series and weaker demand in the entry-level segment.
Xiaomi held its third position with a 13% market share but recorded the steepest decline among the top five brands. Analysts said its exposure to price-sensitive segments made it more vulnerable to rising component costs.
Other brands showed mixed performance. OPPO and vivo ranked fourth and fifth, while smaller players such as Google and Nothing posted double-digit growth, driven by niche positioning and product differentiation.
The broader market slowdown reflects a shift in the semiconductor industry. Memory manufacturers have prioritised supply for artificial intelligence data centres over consumer electronics, tightening availability for smartphone makers.
“This decline in shipments is primarily driven by memory players prioritizing AI data centers over consumer electronics,” said Counterpoint analyst Shilpi Jain.
Rising energy prices, higher logistics costs and economic uncertainty have also weighed on demand, pushing some consumers toward refurbished devices.
Analysts expect the pressure to persist, with the memory shortage likely to continue into 2027. Smartphone makers are expected to focus more on premium devices, software and services to protect margins in a challenging market.
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