According to Counterpoint Research, Apple took over the global leadership in the smartphone market for the first time in a first quarter in Q1 2026 – with a 21 percent market share and 5 percent growth, while the competition suffered double-digit losses in some cases.
Apple typically leads the global smartphone charts during the Christmas quarter, when new iPhone models reach their peak sales. In the traditionally weaker first quarter, Samsung has regularly held the top spot. This has changed: According to a recent report from Counterpoint Research, Apple led the global smartphone market in Q1 2026 for the first time, even in the first quarter. The iPhone 17 and the strong ecosystem loyalty of Apple users are cited as the main reasons.
The figures come against the backdrop of a challenging overall market. A persistent shortage of DRAM and NAND memory chips has increased smartphone production costs, forcing several manufacturers to reduce shipments. Some manufacturers have had to pass the increased material costs directly on to consumers, further dampening demand. Apple proved the most resilient in this environment.
The ranking at a glance
Apple leads the ranking with a 21 percent market share and a 5 percent increase compared to the previous year. Samsung follows closely behind with a 20 percent market share, but has seen a decline of 6 percent. Xiaomi takes third place with 12 percent, but suffered a significant drop of 19 percent. OPPO holds 11 percent with a decrease of 4 percent, while vivo maintains 8 percent with a 2 percent decrease.
Remarkably, Google and Nothing recorded the strongest growth of all manufacturers, at 14 and 25 percent respectively – however, their unit numbers are still too small to break into the top 5.
Why Apple is growing while others are shrinking
Counterpoint cites several factors contributing to Apple's unique position. The iPhone's ultra-premium positioning makes Apple less vulnerable to the memory chip crisis, as buyers in the high-price segment are less price-sensitive. Furthermore, Apple's integrated supply chain offers better protection against shortages than that of many Android manufacturers, who rely more heavily on external suppliers.
Added to this is what Counterpoint calls "ecosystem stickiness": The tight integration of iPhone, Apple Watch, AirPods, Mac, and iCloud makes switching to the competition unattractive. Aggressive trade-in programs have further encouraged upgrades within the Apple ecosystem.
Apple experienced particularly strong growth in the Asia-Pacific markets of China, India and Japan – regions where the iPhone already accounted for five of the ten best-selling smartphones in Q4 2025.
Difficult outlook for the overall market
The outlook for the smartphone market remains subdued. Counterpoint expects the memory chip shortage to persist until the end of 2027. Manufacturers are likely to focus on prioritizing margins over volume, phasing out budget models, and increasingly relying on refurbished devices to retain price-conscious customers.
Paradoxically, this environment could be advantageous for Apple: If the entire market segment shrinks and budget smartphones become more expensive, the price argument against the iPhone loses its impact. Apple's next earnings report on April 30 will reveal how its market leadership translates into concrete revenue figures. (Image: Shutterstock / Only_NewPhoto)
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