Samsung and Apple led separate global smartphone rankings in the first quarter of 2026, even as overall shipments declined amid surging costs and weaker demand.
Data from market intelligence company International Data Corp. (IDC) showed Samsung reclaiming the top spot with roughly 20% global market share, followed by Apple at around 19%. Chinese vendor Xiaomi placed third with about 14%, while vivo and OPPO rounded out the top five with approximately 8% share each.
Counterpoint Research, a research firm, ranked Apple as the top vendor globally with a 21% market share, ahead of Samsung Electronics at 20%, as strong demand for premium devices and sustained growth in key Asia-Pacific markets supported its performance.
IDC tracks shipments from manufacturers to retailers, while Counterpoint Research focuses on actual sales to consumers and overall market demand.
Both said shipments either declined or posted minimal growth in the quarter, weighed down by rising component costs, particularly memory, and cautious consumer spending.
The slowdown has been more pronounced in price-sensitive markets, where consumers are delaying upgrades.
In India, for instance, smartphone shipments fell 3% year-on-year to a six-year low in Q1, according to Counterpoint data.
Despite softer volumes, the premium segment remained resilient, with Apple and Samsung Electronics continuing to dominate the high end of the market.
The reports also showed that competition among Chinese manufacturers remains intense, particularly in the midrange segment.
Xiaomi, vivo, and OPPO continued to round out the global top five, although their performances varied across regions due to shifting demand and pricing pressures.
Both research firms expect market conditions to remain challenging in the near term, with cost pressures and macroeconomic uncertainty continuing to weigh on consumer demand. However, they said pockets of growth may emerge in premium devices and in markets where replacement cycles begin to normalize.
