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In the first quarter of 2026, the global smartphone market remained under pressure, with shipments experiencing a 6% year-on-year decrease. This downturn was primarily attributed to the global shortage of DRAM and NAND storage chips, coupled with subdued market demand. During this period, Apple emerged as the leader in the global smartphone market for the first time in a first quarter, securing a 21% market share—a notable 5% increase from the previous year. Samsung, on the other hand, saw its shipments decline by 6% year-on-year, maintaining a 20% market share. Xiaomi ranked third with a 12% share, although it experienced a significant 19% year-on-year decline. OPPO and vivo secured the fourth and fifth positions, with market shares of 11% and 8%, respectively.
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