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.

As per Counterpoint’s latest Market Pulse (Early Look) report, global smartphone sell-through is expected to decline 10% Year-on-Year (YoY) in April 2026 – the lowest volumes since May 2020, when many regions were dealing with the impact of the COVID-19 pandemic.

Most regions are now facing the brunt of the price hikes, especially regions 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. China (-11% YoY) and Europe (-8% YoY) are facing macroeconomic and device price-induced headwinds. North America, while less affected by the price hikes, is also expected to decline YoY in April because of a difficult comparison with April 2025, when demand was pulled forward due to tariffs. Japan and Korea are expected to be the only markets to record YoY growth in April.

In terms of brands, Samsung’s global sales are expected to decline 3% YoY in April 2026. While Samsung is projected to decline in April, its sales for the S-series launch period (launch month plus first full month of sales) are up 2.5% YoY, when comparing March-April 2026 with February-March 2025. The S26 series continues to outperform the S25 series in several key markets, especially the USA and Korea, with preliminary estimates suggesting a 13% YoY increase through the first six weeks of availability. Outside of the S-series, price increases and reduced discounts have been weighing on A-series demand across regions, especially India, Latin America, and Eastern Europe.

Apple is likely to be the only top five brand to record a YoY increase in April, with the iPhone 17 series remaining strong and the iPhone 17e performing well in its early weeks. Notably, Apple is expected to grow YoY across several key markets in April, including Korea, India, Latin America, and the Middle East & Africa, driven by high promotional activity, expansion momentum, and strong iPhone 17 series demand.

Among other brands, Huawei is the only major Chinese brand to record YoY growth in April and is the fastest-growing top ten brand globally, leveraging its low-end Enjoy 90 series and its decision not to increase prices. HONOR is expected to see expansion-led growth and is likely to be among the few Android OEMs to record YoY gains in April.

Among brands likely to record YoY declines, Xiaomi, realme, and Transsion are facing steep sales declines across regions, with supply significantly reduced and device availability weakening across expansion markets; vivo and OPPO are both facing declines in expansion markets, as they scale back operations. Price increases and reduced discounts are the common driver of YoY weakness across declining brands.

Global Smartphone Sales Hit Lowest Levels Since COVID in April 2026

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