With the global RAM crisis hitting the smartphone market like a truck, a new report by Counterpoint Research shows that OEMs have witnessed a decline in shipments. However, in the midst of all the chaos, Apple has emerged as the world's top smartphone brand in the first quarter of 2026.
Apple Climbs to No. 1 Spot Despite Global Smartphone Market Decline
The report notes that global smartphone shipments fell 6% year-on-year in Q1 2026, reflecting a weakening demand and ongoing supply-side pressures. Despite this downturn, Apple managed to buck the trend, registering a 5% YoY growth in shipments, allowing it to capture the top spot with a 21% market share, up from 19% a year earlier.
Samsung followed closely behind with a 20% market share, but its shipments declined 6% YoY, mirroring the overall market slowdown. Meanwhile, Chinese brands like Xiaomi, Oppo and Vivo retained their positions in the top five, although growth remained stagnant amid softer demand.
Outside of the top five, Google and Nothing recorded a 14% YoY and 25% YoY growth in shipments in Q1 2026.
Counterpoint attributes Apple's outperformance to strong demand for its latest iPhone 17, particularly in key Asia-Pacific markets, along with aggressive trade-in programmes and a growing preference for premium smartphones. It's no surprise, as even last year, the iPhone 16 was the best-selling smartphone in the world.
Moreover, an earlier Counterpoint Research report also revealed how, despite the Indian smartphone market dropping 9% YoY in Q1 2026, Apple managed to grow by 12%.
Moving on, the report also notes that Apple continues to dominate the 5G segment, commanding a significantly higher share than its closest competitors.
On the broader market outlook, Counterpoint warns that rising component costs, especially memory, and a shift in semiconductor supply for AI-focused hardware are likely to keep shipment volumes under pressure. The firm has already revised its 2026 shipment forecast downward, with the market expected to decline further this year.
Apple's Q1 2026 performance marks a significant milestone, as it leads the global smartphone market for the first time in the first quarter, which is traditionally a weaker period for the Cupertino giant.
