Counterpoint Research has released its newest report on worldwide smartphone shipments for Q1 2026, indicating that the robust demand for the iPhone 17 has enabled Apple to attain the leading position in the market for the first time in a first quarter.
### ‘Ecosystem Stickiness’ Fuels iPhone Sales Amidst Component Shortages
The report reveals that Apple’s global smartphone shipments rose by 5% year-over-year in the first quarter of 2026, in contrast to a general downturn in the market where some vendors faced declines of up to 19%.
Apple secured a 21% market share in Q1 2026, marking its inaugural lead in the global smartphone market during this quarter. The brand’s strength against the ongoing memory crisis is credited to its ultra-premium positioning and highly cohesive supply chain. The persistent strong interest in the iPhone 17 series, coupled with aggressive trade-in initiatives and the allure of its ecosystem, aided in overall volume growth despite a tough macroeconomic landscape. Noteworthy is Apple’s significant growth in key Asia-Pacific markets such as China, India, and Japan, suggesting effective strategies in these high-potential areas.
The overarching market decline has been associated with a shortage of DRAM and NAND memory, which, alongside weaker demand in certain segments, has led OEMs to lower shipments and pass rising costs onto consumers, further hindering demand.
Interestingly, Google and Nothing achieved the highest year-over-year growth at 14% and 25%, respectively, although their volumes remained too low to enter the top five, keeping them classified as “Others.”
In the rankings, Apple led with a 21% sell-in shipment share, closely followed by Samsung at 20% with a 6% year-over-year decline. Xiaomi occupied third place with a 12% share and a 19% decrease, followed by OPPO with an 11% share and a 4% drop, and vivo in fifth with an 8% share and a 2% decline. Other OEMs collectively represented a 28% share, experiencing a 10% decrease.
Looking forward, Counterpoint forecasts that the outlook for 2026 remains bleak, with the memory crisis possibly persisting until late 2027. OEMs are expected to prioritize value over volume, implement configuration updates, phase out low-margin models, and utilize refurbished devices to cater to budget-conscious customers.
For more information, the complete report can be accessed [here](https://counterpointresearch.com/en/insights/global-smartphone-shipments-q1-2026).