After undoubtedly main the world in handset gross sales final yr, Apple began 2026 on a equally excessive notice, edging out Samsung with a 21 % market share on the again of a 5 % enhance in quantity from Q1 2025.
Wait, so who’s the champion in spite of everything?
As a result of Counterpoint Analysis and the IDC can not seem to agree on the reply to that query, I feel it is solely honest to make use of Omdia as an official tiebreaker and provides Samsung the Q1 trophy for one more yr. Apparently, Omdia really estimated Samsung’s benefit over silver medalist Apple at a wholesome 2 % in market share for the January-March 2026 timeframe (up from simply 1 % in Q1 2025).
Samsung is forward of Apple within the newest international smartphone market report. | Picture by IDC
In IDC’s vendor hierarchy, Samsung holds a modest Q1 2026 lead of 0.6 % in market share and 1.7 million unit shipments over Apple, however considerably surprisingly, that additionally represents an enchancment from a fair humbler benefit of 0.5 % and 1.5 million items again through the first three months of 2025.
One other fascinating and considerably shocking side of this new examine is that it places each Samsung and Apple’s gross sales numbers at increased ranges than this time final yr, regardless of the market as a complete shrinking by a worrying 4.1 %.
The primary decline in practically three years… and the worst is but to return
Here is one other factor the IDC, Counterpoint Analysis, and Omdia can not seem to (utterly) agree on. Whereas a type of analysis corporations believes smartphone shipments went up (by 1 %) in Q1 2026 in comparison with the identical interval of final yr, the opposite two declare the market was down.
The IDC’s estimated 4.1 % decline is slightly smaller than Counterpoint’s 6 % downswing reported final week, however even the extra optimistic of those two firms expects issues to get considerably worse over the following few quarters.
The business’s first dip since mid-2023 is described as a “gentle precursor for what lies forward in 2026”, and naturally, rising reminiscence chip prices are largely in charge for an avalanche of product worth hikes that is more likely to trigger large drops in client demand around the globe and throughout manufacturers.
The S26 Extremely and the iPhone 17 sequence drove the expansion of the highest two distributors
Sure, girls and gents, the Galaxy S26 Extremely is an authorized hit now, solely needing a couple of weeks of availability to generate sturdy sufficient demand to maintain Samsung above Apple… in response to the IDC.
The iPhone 17 household is more likely to propel Apple to the primary spot within the international vendor chart on the finish of the yr. | Picture by PhoneArena
No phrases on the Galaxy S26 and S26 Plus, which in all probability means their preliminary gross sales outcomes weren’t nice, however apparently, the mid-range Galaxy A household is slowly getting a few of its mojo again after a couple of unlucky years, crucially contributing to Samsung’s newest market-leading efficiency as nicely.
What’s everybody else doing?
Struggling, apparently, and it positively has quite a bit to do with the costs that went up in varied areas around the globe during the last couple of months. Alas, Xiaomi, Oppo, and Vivo could have to make much more of their merchandise much more costly quickly, which can undoubtedly trigger all their gross sales numbers to drop even additional.
Intriguingly, nonetheless, various distributors outdoors the highest 5 are highlighted as sturdy Q1 2026 performers, together with Honor, Huawei, and Motorola, so it is going to definitely be fascinating to see if any of those “smaller” gamers can pull forward of Xiaomi, Oppo, or Vivo over the following few quarters. In the event you ask me, that is going to be unattainable to tug off for somebody like Motorola after its current worth will increase, however Huawei and Honor positively have an opportunity to proceed performing nicely, particularly of their home market.
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Adrian, a cellular know-how fanatic for the reason that Nokia 3310 period, has been a dynamic presence within the tech journalism area, contributing to Android Authority, Digital Traits, and Pocketnow earlier than becoming a member of PhoneArena in 2018. His experience spans throughout varied platforms, with a specific fondness for the variety of the Android ecosystem. Regardless of the challenges of balancing full-time parenthood together with his work, Adrian’s ardour for tech traits, operating, and flicks retains him energized. His dedication to mid-range smartphones has led to an eclectic assortment of units, saved from private chapter by his choice for ‘enough’ over ‘overpriced’.
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