During the first quarter of 2026, the global smartphone market witnessed a surge in prices coupled with a decline in sales, primarily attributed to the skyrocketing costs of memory and storage components. Despite this downturn in sales, the overall revenue of the global smartphone market experienced an 8% year-on-year increase, reaching a staggering USD 117 billion. The average selling price of smartphones also climbed by 12% year-on-year, hitting a record high of USD 399.
Among the leading brands, Apple stood out with a remarkable 22% year-on-year growth in revenue, the highest among the top five contenders. Notably, Apple secured the top spot in global shipments for the first time in Q1, capturing a market share of 21%. Samsung, on the other hand, maintained its strong position by ranking second in both revenue and shipments.
In contrast, Xiaomi faced challenges, with its shipments and revenue declining by 19% and 18% year-on-year, respectively. Meanwhile, OPPO and vivo secured the fourth and fifth positions in terms of revenue, respectively, showcasing their continued presence in the competitive smartphone market.