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In the first quarter of 2026, the global smartphone market continued to face pressure, with shipments declining by 6% year-on-year, primarily due to shortages of memory chips and weak demand. Honor and Apple performed strongly, with shipments increasing by 25% and 5% year-on-year, respectively, making them the only two vendors among the top brands to achieve positive growth. Honor's growth was driven by overseas market expansion, product portfolio optimization, promotional strategies, and strategic execution. Looking ahead to 2026, the market outlook remains weak, with memory chip shortages likely to persist until the end of 2027. Device manufacturers will shift towards enhancing product value, and future brand growth will rely on software, ecosystem, and service businesses.
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