Summary Bullets:
- Global smartphone sell-through volumes are expected to decline 10% YoY in April 2026, falling to the market's lowest volumes since May 2020.
- Most regions are now facing the brunt of price hikes, especially those exposed to lower price bands. Southeast Asian markets, India, and markets in Middle East & Africa are likely to record double-digit YoY declines in April.
- Samsung's global sales are expected to decline 3% YoY in April 2026, despite the S26 series tracking 13% ahead of the S25 in key markets. Apple is likely to be the only top five brand to avoid a YoY decline in April.
- Global smartphone ASPs are expected to grow ~14% YoY for the full year 2026, with shipments expected to decline ~14% YoY to their lowest levels since 2013.
