Smartphone Market: Positive Q1 2026 (+1%), Record Samsung with S26, Apple Also Grows

The new report from Omdia highlights a good start to 2026 for the smartphone sector, with shipments increasing in the first quarter, despite the memory crisis. Leading the market are still Samsung and Apple, which are increasing their market share, widening the gap with Chinese competitors.

A Positive First Quarter

The first quarter of 2026 closed with a 1% increase in global market shipments. The growth slows compared to previous quarters (+3% in Q3 2025 and +4% in Q4 2025) but still represents good news for the market, considering the memory crisis and rising prices. According to Omdia, however, the effects of rising component prices will start to be felt from the second quarter.

Record Samsung, Apple Also Grows

The star of the quarter is undoubtedly Samsung. Despite a delayed launch of the S26, which debuted at the end of February, the Korean company achieved a market share of 22%, an increase of 2 points compared to the same period last year. This success is attributed to the launch phase of the S26, with the company collecting excellent results. Pre-orders for the S26 were about 10% higher than those of the S25.

Apple also did well, growing by 1 point, moving from a market share of 19% to 20%. After an extraordinary fourth quarter of 2025, the Cupertino company once again had to yield the market leadership to Samsung.

Struggles for Chinese Manufacturers

Chinese manufacturers had a tough quarter: Xiaomi's market share dropped from 14% to 11%, while OPPO fell from 11% to 10%. Vivo also declined, moving from 8% to 7%. On the other hand, the 'others' category grew from 28% to 29%, with Huawei and HONOR, according to Omdia, gaining market share.