For the first time in its history, Apple has finished a first quarter as the world's number one smartphone manufacturer. With a 21 percent global shipping share and a 9 percent increase year-over-year, the company takes the lead – while the overall market shrinks by 3 percent.
The new survey from Counterpoint Research marks a historic milestone for Apple. For the first time, the company leads the global smartphone market by unit sales in a Q1 – a period traditionally dominated by Asian manufacturers and the Chinese New Year sales. This top position seamlessly follows the finding that the iPhone 17 emerged as the best-selling smartphone model worldwide in the first quarter. The current market share figures now elevate this to the next level – from a single model hit to comprehensive brand leadership.
The figures behind the record quarter
Apple achieved a 21 percent global shipping share in the first quarter of 2026, a 9 percent increase compared to the same quarter of the previous year. Samsung followed closely behind, also at around 21 percent, although its shipment figures remained largely stagnant. Xiaomi ranked third with 12 percent, followed by OPPO with 10 percent and vivo with 7 percent.
The difference in growth rates is remarkable: While Apple increased by 9 percent, Xiaomi recorded a decline of 19 percent compared to the previous year. OPPO lost 4 percent, and vivo dropped by 2 percent. The entire smartphone market shrank by 3 percent in the same period – meaning Apple is growing against clear market resistance.
Three factors behind the top position
Counterpoint attributes Apple's success to a combination of three factors. First, the consistently high demand for the iPhone 17. Tim Cook had already stated during the earnings call at the end of April that the iPhone 17 was the most popular lineup in Apple's history.
Secondly, proactive supply chain management that mitigates bottlenecks better than the competition. Thirdly, significantly improved sales in China – a market where Apple is showing noticeable growth again following Cook's earnings call announcement.
Premium prices as a buffer against the storage crisis
A key finding of the analysis: Apple's ability to maintain premium prices and protect margins is cushioning the current memory chip shortage better than that of its competitors. DRAM and NAND bottlenecks are impacting the entire industry because chip manufacturers are prioritizing AI data centers in their allocation.
Cook himself has indicated that storage shortages and rising costs will only begin to affect Apple more significantly later this year. Counterpoint anticipates that the storage crisis could potentially last until the end of 2027 – with similar repercussions for most manufacturers.
Brand management as the next stage after the model hit
The new top brand position is the logical continuation of a trend that has been developing for months. In the Global Handset Model Sales Tracker, the iPhone 17 lineup occupied the top three spots in the first quarter. At the same time, Apple had already captured 48 percent of global smartphone sales – a value-added dominance now reinforced by its leading position in shipping.
Anyone wanting to understand the market context from Apple's perspective will find the Q2 2026 quarterly figures with $111.2 billion in revenue as financial backing for the same story.
Why the Q1 top spot says more than the number
The fact that Apple is leading in a first quarter is more than just a statistical footnote. Q1 is traditionally Apple's weakest quarter – the catch-up effects from the strong Q4 holiday business dissipate, and Asian manufacturers use the Chinese New Year to boost sales volume. Apple's conquest of market leadership during precisely this period demonstrates a structural shift: the iPhone 17 continues to sell with unbroken momentum long after its launch quarter, while the competition is simultaneously losing significant ground.
The situation could change later this year as storage bottlenecks increasingly affect Apple. Until then, a brand milestone stands in its way, one the company has never reached before. (Image: Shutterstock / i viewfinder)
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