The latest report from market research organization Counterpoint Research shows that in the first quarter of 2026, global smartphone shipments fell by 6% year-on-year. The report pointed out that the shortage of DRAM and NAND memory chips has disrupted the supply chain and pushed up OEM costs. At the same time, tensions in the Middle East have also caused a continued impact on consumer confidence.
Against this background,Apple has achieved growth against the trend. In the first quarter of 2026, Apple topped the global smartphone market for the first time with a market share of 21%, a year-on-year increase of 5%.
With its ultra-high-end brand positioning and highly integrated supply chain system, Apple has become the manufacturer least affected by this round of memory chip crisis.
Specifically,The continued strong market demand for the iPhone 17 series, the active trade-in policy, and the mature ecosystem have jointly promoted the growth of Apple's shipments.
At the same time, Apple performed strongly in core Asia-Pacific markets such as China, India, and Japan, further consolidating its leading position.
In contrast, Samsung's first-quarter shipments fell 6% year-on-year, with a market share of 20%.
Affected by weak mass market demand and the delayed release of the Galaxy S26, its overall performance is under pressure.
However, the S26 series still performs well in its initial launch, especially the Ultra version, which is favored by the market.
In response to cost pressure, Samsung is adjusting its product strategy, streamlining entry-level models, and strengthening its high-end product layout to improve overall profit margins and brand positioning.
As for domestic manufacturers,Xiaomi ranks third in the world with a market share of 12%, while OPPO and vivo rank fourth and fifth with 11% and 8% shares respectively.
Looking to the future, institutions believe that the market outlook in 2026 will still be weak, and the shortage of memory chips may continue until the end of 2027.
Machine manufacturers will shift from pursuing shipment volume to prioritizing improving product value by upgrading configurations, reducing low-margin models, and refurbishing equipment to maintain budget users.
At the same time, with profits under pressure, major brands will rely more on software services, ecological expansion and other methods to find new growth space in the future.