Apple topped the smartphone market for the first time in the first quarter amid a general decline in shipments.

While the global smartphone market declined by 6%, Apple recorded a 5% increase and secured the leading position in the first quarter of 2026.

Apple’s Phenomenal Success

Apple was the only major manufacturer to post growth in the first quarter. For the first time, the company managed to lead the market specifically in Q1. Annual shipment growth reached 5%, driven by steady demand for the iPhone 17 lineup and aggressive trade-in marketing programs. Notably, last year Apple had already made a breakthrough by surpassing Samsung in annual results for the first time in 14 years.

Competitors’ Performance and Future Outlook

Other market players are facing a less optimistic situation. Samsung retained a 20% market share but experienced a 6% decline in shipments due to weak demand in the budget segment and delays in the Galaxy S26 release. The sharpest drop was recorded by Xiaomi, whose shipments fell by 19%. Meanwhile, Google and Nothing, which remain outside the top five, showed growth of 14% and 25% respectively, attracting consumers through distinctive design and niche positioning.

Counterpoint’s forecasts for 2026 remain cautious: the memory shortage may persist until the end of 2027. Manufacturers are expected to reduce the production of low-margin budget models and shift their focus toward refurbished devices to retain mass-market consumers.