According to Counterpoint Research, global smartphone shipments experienced a 6% year-on-year decline in Q1 2026, attributed to a shortage of DRAM and NAND memory components alongside weaker consumer demand. Despite this downturn, Apple emerged as the leader in the global smartphone market with a 21% share, benefiting from strong sales of the iPhone 17 and trade-in programs. This marked the first time Apple secured the top position in the first quarter of a year. Samsung followed closely with a 20% market share, although it faced a 6% decline due to weaker demand and delays in launching the Galaxy S26 series. Xiaomi retained third place with a 12% share, while Oppo and Vivo held fourth and fifth positions with 11% and 8% shares, respectively. The report highlights that brands are adjusting their pricing and production strategies amid cautious market sentiment and ongoing tensions in the Middle East. Looking ahead, the smartphone market's outlook remains bleak due to persistent memory shortages, which Counterpoint anticipates will last until late 2027.