In the first quarter of 2026, the global smartphone market witnessed a total of 298.5 million units shipped, marking a modest 1% year-on-year growth. Among the key players, Samsung emerged as the frontrunner, reclaiming its top position by shipping 65.4 million units, an impressive 8% increase compared to the same period last year. The steady performance of its A series in emerging markets, coupled with the strong growth driven by the S26 series in the high-end segment, significantly contributed to Samsung's success. Meanwhile, Apple followed closely with 60.4 million units shipped, reflecting a robust 10% year-on-year increase, primarily fueled by the strong performance of the iPhone 17 series.

In contrast, Xiaomi, OPPO, and vivo experienced a decline in shipments, with drops of 19%, 6%, and 7% year-on-year, respectively. On a brighter note, Honor emerged as a standout performer, shipping 19.2 million units and achieving a remarkable 19% year-on-year growth, making it the fastest-growing brand among the top 10 global smartphone manufacturers.

According to Omdia's analysis, the smartphone industry is currently undergoing a period of profound transformation and turbulence. For at least the next two years, component costs and supply chain dynamics are expected to remain critical factors shaping the trajectory of the global smartphone market.