Apple Tops Global Smartphone Market for the First Time in Q1 2026

Apple made history by claiming the top spot in the global smartphone market for the first time in Q1 2026, capturing 21% market share with 5% year-over-year growth (according to Counterpoint Research, April 2026).

Strong demand for the iPhone 17 series propelled Apple past Samsung, which fell to second place. Here is the full Q1 2026 ranking:

Rank

Brand

Market Share

YoY Change

1

Apple

21%

+5%

2

Samsung

20%

-6%

3

Xiaomi

12%

-19%

4

OPPO

11%

-4%

5

Vivo

8%

-2%

Apple's success was driven by three key factors: strong demand for the iPhone 17 and iPhone 17 Pro Max, growing Apple ecosystem loyalty, and Apple's superior supply chain management during the industry-wide DRAM and NAND memory shortage crisis.

Despite Apple's growth, the global smartphone market declined overall. The memory shortage crisis forced manufacturers to reduce shipments. Samsung saw a 6% decline while Xiaomi dropped 19%. Only Google (14% growth) and Nothing (25% growth) showed positive momentum, but both remain too small for the top five.

For Malaysian consumers planning to buy a new smartphone, this data confirms the iPhone remains the most popular choice globally. With AnsuranPhone, you can own the iPhone 17 series with monthly installments from just RM150/month through JCL Credit Leasing — no credit card, zero deposit.