According to a report by Counterpoint research firm, global smartphone sales in the first quarter of 2026 decreased by 6% year-on-year. This decline was influenced by supply shortages of DRAM and NAND memory components and weakening demand.
Apple took the lead from Samsung.
Apple ranked first with a 21% market share, while Samsung came in second with 20% . Xiaomi (13%), Oppo (11%), and Vivo (8%) took third, fourth, and fifth places respectively .
In the first quarter of 2026, Apple achieved market share of 21% and 5% year-over-year growth, becoming the market leader for the first time in its history. Thanks to its ultra-premium positioning and highly integrated supply chain, Apple remains the most resilient brand against the memory crisis.
Samsung’s shipments fell 6% year-on-year in the first quarter of 2026, and its market share remained at 20%, as the company faced challenges due to weak demand in the mass market segment and a delay in the launch of the Galaxy S26 series. Despite this, the initial sales performance of the S26 series was strong, with the Ultra model in particular receiving significant interest.
Although Xiaomi maintained its third-place position with a 12% share of the global market, it experienced the biggest year-on-year decline among the top five brands , falling by 19% . According to Counterpoint, the main reason for this is the brand’s heavy reliance on the entry-level segment, which is the most sensitive to cost increases.
Outside of the top five, Google and Nothing have seen remarkable growth. Google has gained strength in key markets thanks to the AI features, advanced photography capabilities, and simple software experience of its Pixel series. Nothing, on the other hand, stands out with its unique design and niche positioning, and the strong interest in the Nothing Phone (4a) model has accelerated its growth.
According to the report, the outlook for 2026 as a whole does not look very bright. While the memory crisis is estimated to continue until 2027, the sector is entering a period where it will focus on profitability rather than volume. Manufacturers are expected to reduce low-margin models, strengthen the premium segment, and focus more on software and services revenue –