Apple bucked the market trend in the US in the first quarter of 2026. While the overall smartphone market shrank and Android even experienced double-digit declines, iPhone sales continued to grow. This was driven by two factors: continued demand for the iPhone 17 series and Samsung's delayed Galaxy S26 launch.
The figures, taken from Counterpoint's US Monthly Smartphone Channel Share Tracker, show an unusually clear lead for Apple. While the US smartphone market declined by 5.7 percent in the first quarter of 2026, and Android sales even plummeted by 14.4 percent, Apple's sales increased by 1.3 percent. This aligns with the trend that has been developing since fall 2025: The iPhone 17 generation is currently almost single-handedly driving Apple's global success. In the US, this effect is now even more pronounced.
Three carriers, three plus points – Verizon in the lead
Apple gained market share with all three major US mobile carriers in the quarter: AT&T, T-Mobile, and Verizon. Verizon saw the most significant increase, achieving a 77 percent market share of all smartphones sold there in the first quarter of 2026. This means Apple almost completely dominates the smartphone selection at one of the most important US providers.
A combination of several factors played a role in the background. First, the supply bottlenecks from the Christmas quarter of 2025 continued into the first quarter, thus extending the demand for the iPhone 17 series over a longer period. Second, according to Counterpoint, the base model of the iPhone 17 in particular performed better than expected, which aligns with the global observation that the iPhone 17 consistently outperforms the competition. Third, Samsung postponed the Galaxy S26 launch to mid-March, thereby opening a window of opportunity in the premium segment that Apple immediately capitalized on.
Pricing strategy pays off
A key factor is Apple's pricing policy. Apple kept the entry-level price of the iPhone 17e relatively stable while simultaneously increasing the base storage to 256 GB. While other smartphone manufacturers had to pass on price increases to end customers in 2026 due to rising memory chip prices resulting from the DRAM shortage, Apple stuck to its plan. This resulted in a noticeable competitive advantage in the first quarter.
In Counterpoint's Smartphone Promotional Index, which measures marketing intensity, Apple overtook Samsung in the segment of devices priced over $600 in US postpaid channels. Carrier incentives, financing offers, and ecosystem engagement now influence purchasing decisions more than purely technical specifications – and it is precisely in these areas that Apple's lead lies.
Counterpoint also points out, however, that this strategy can limit hardware margins in certain segments. Apple prioritizes retaining users within the iOS ecosystem long-term and thereby increasing service revenues over achieving higher unit margins in the short term. According to Counterpoint, smaller Android vendors will increasingly struggle to compete with Apple's price consistency, carrier support, and marketing reach as long as component costs continue to rise.
Premium segment consolidates
In the US premium market, sales remain concentrated among a small group: Apple, Samsung, Google, and Motorola. In such an environment, the launch timing of a new flagship phone takes on particular significance – upgrade decisions are largely driven by the current premium models. Samsung's delayed S26 launch therefore had measurable consequences.
Apple has consistently filled the gap, as evidenced not only by Verizon's figures but also by those of AT&T and T-Mobile. For Apple, this is an unusually comfortable starting position: a premium segment where its main competitors were structurally late to the game, and where Apple's pricing strategy has been able to make an additional impact.
Weak caution in the lower price segments
While Apple is gaining ground at the high end, the prepaid and low-price segments in the US continue to weaken. According to Counterpoint, higher gasoline prices and debt payments are offsetting the otherwise seasonally positive tax refunds. Lower-income consumers are under ongoing economic pressure – and this is directly impacting the lower market segment.
The weakness is particularly noticeable below the $100 price point, where rising memory chip costs and shrinking margins are putting additional pressure on smaller Android brands. Samsung and Motorola were able to gain market share in prepaid channels like Cricket and Metro. Brands such as TCL, HMD, Maxwest, Orbic, and Blu, on the other hand, lost market share, had to delay refresh cycles, or were unable to maintain marketing support.
Market picture: Increased concentration in both directions
The big picture of the US smartphone market in the first quarter of 2026 is one of consolidation at both ends. Apple is cementing its position in the premium segment, thanks to price stability, carrier relationships, and a strong product generation all working together. Conversely, Samsung and Motorola are gaining ground in the shrinking low-price segment. Smaller brands are losing ground on both ends.
For Apple, this quarterly momentum confirms what has been apparent for months. The iPhone 17 series is not just a successful launch, but a structural lever that allows Apple to continue growing in a declining market. The fact that this effect was already reflected in the global top 10 list for the fourth quarter of 2025, with five Apple models appearing, fits seamlessly into this picture.
Apple is growing against the market
When a manufacturer gains ground in a market that shrinks by 5.7 percent overall, it's more than just a good quarter. It indicates that Apple in the US is now competing less with the entire smartphone industry and more with itself – the next iPhone has to be better than the last. The pressure is therefore shifting towards the iPhone 18 Pro this fall and the question of whether Apple can translate its lead into a new generation.
The second quarter of 2026 will also reveal how Samsung's Galaxy S26 performs after its delayed market launch and whether the premium segment returns to its usual two-vendor dynamic. Until then, the Q1 results remain clear: Apple wins, the market loses. (Image: Shutterstock / photoschmidt)
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