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Apple leads global Q1 smartphone shipments for the first time with a 21% market share in Q1 2026
Global smartphone shipments declined 6% YoY in Q1 2026, as DRAM and NAND shortages disrupted supplies and increased costs across OEMs, while consumer sentiment remained weak amid Middle East tensions.Apple led Q1 for the first time with 21% market share, growing 5% YoY, driven by strong iPhone 17 demand, proactive supply chain management amid memory constraints, and improved performance in China.Samsung’s shipments declined 6% YoY in Q1 2026 with 20% market share, due to the delayed Galaxy S26 launch and weakness in the entry-tier segment.Beyond the top five brands, Google and Nothing grew 14% YoY and 25% YoY, respectively, driven by expanding channel presence, strong model traction, and clear niche differentiation.Seoul, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – April 10, 2026The global smartphone market remained under pressure in Q1 2026, with shipments declining 6% YoY, driven by the shortage of DRAM and NAND memory components and weaker demand, according to preliminary estimates from Counterpoint Research’s Market Monitor. While some regions showed relative stability, overall market sentiment remained cautious as OEMs adjusted their pricing and production strategies, including going in for product delays and fewer launches, and consumers held back on discretionary purchases amid Middle East tensions. At the same time, some OEMs frontloaded shipments in anticipation of component price hikes and logistics cost escalation, offsetting a greater drop in shipments.
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