Commenting on the global smartphone market, Senior Analyst Shilpi Jain said, “This decline in shipments is primarily driven by memory players prioritizing AI data centers over consumer electronics, leaving OEMs with compressed margins and forcing them to pass increased Bills of Material (BOM) costs directly to the consumer. While supplies remained constrained, rising energy prices, higher logistics costs, and economic uncertainty driven by tension in the Middle East kept consumer sentiment for new devices low, driving demand for refurbished devices and further weighing on shipments. 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. While premium device makers like Apple remained relatively resilient to these pressures, volume-driven Chinese brands experienced sharper declines, especially in price-sensitive regions, contributing to the overall drop in global shipments.”

Global Smartphone Sell-in Shipment Share for Top 5 Brands (preliminary data)

Source: Counterpoint Research’s preliminary Market Monitor report (based on sell-in)

Notes: OPPO includes OnePlus and realme. Percentage totals may not add up to 100% due to rounding.

Apple led the global smartphone market for the first time for a Q1, achieving 21% market share and 5% YoY growth in Q1 2026. Apple remains the most insulated brand against the memory crisis due to its ultra-premium positioning and highly integrated supply chain. Continuous strong demand for the iPhone 17 series and aggressive trade-in programs, along with ecosystem stickiness, drove overall volume growth despite a softer macro environment. The brand experienced notably stronger growth in several key Asia-Pacific markets, such as China, India and Japan, highlighting robust demand for iPhones and effective strategies in these high-potential markets.

Samsung’s shipments declined 6% YoY in Q1 2026 with a 20% market share, as the brand faced challenges due to weaker demand in the mass-market segment and a delay in the S26 series launch. However, early momentum of the S26 series remained strong, highlighting robust demand for the new hardware and integrated AI features, with the Ultra variant seeing the highest traction. To manage rising cost pressures, Samsung further adjusted its product portfolio, streamlining entry-level options and emphasizing higher-tier configurations, effectively raising starting prices while reinforcing the premium positioning of its devices.

Xiaomi, despite maintaining its third spot in the global market with 12% share, dropped the highest among the top five brands at 19% YoY. The brand is facing acute pressure as its heavy exposure to the price-sensitive entry-level segment makes it highly vulnerable to rising memory costs. Xiaomi is streamlining its product lines and increasing focus on its core regions. At the same time, it is seeing improving traction in the premium segment, with the Xiaomi 17 series performing well in China.

(Xiaomi’s market share has been revised from 13% to 12% and YoY decline has changed from 13% to 19%.)

OPPO and vivo captured the fourth and fifth spots in the market in Q1 2026 with 11% and 8% shares, respectively. Despite the marginal 2% YoY decline, vivo retained its market leadership in India, leveraging its mid-range series to capture high-value upgrades, while sustaining its momentum in China as well. OPPO’s overall shipments declined, but the brand saw strong performance in the entry-level segment with the A5 series, while its ultra-flagship Find N5 was well received in the market.

Beyond the top five, HONOR, Google and Nothing witnessed a significant growth in shipments in Q1 2026, with HONOR and Nothing growing 25% YoY and Google growing 14% YoY. HONOR’s growth was driven by overseas expansion and a regionally tailored product portfolio, complemented by aggressive promotions and strong strategic execution amid rising component cost pressures, helping it outperform the market. 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. Nothing, on the other hand, continues to benefit from its distinctive design, niche positioning and growing consumer awareness, driving strong adoption in its target segments. Its recently launched Nothing Phone (4a) received great consumer response, further accelerating the brand’s growth.

The outlook for 2026 remains weak, as the memory crunch may last until late 2027. OEMs are expected to prioritize value over volume, configuration updates, cutting low-margin models, and leveraging refurbished devices to retain budget users. With premiumization holding steady but margins under pressure, brands will increasingly rely on software, ecosystem expansion and services for growth in the coming quarters.

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.