Memory shortages led to a 6% decline in global smartphone shipments, but Apple Inc. (AAPL.US) bucked the trend and rose to the top.

According to Counterpoint Research data, despite memory component shortages and weak demand leading to a 6% year-on-year decline in global smartphone shipments, Apple Inc. (AAPL.US) still led the global market in the first quarter of 2026 with a 5% year-on-year growth, reaching the top spot for the first time in the first quarter and holding a 21% market share. The research institution pointed out that this American tech giant, with its positioning in the ultra-high-end market and highly integrated supply chain, became the brand least affected by the memory crisis. "Strong demand for the iPhone 17 series, active trade-in programs, and ecosystem stickiness continue to drive overall sales growth in a weak macro environment. The brand achieved significant growth in key Asia-Pacific markets (such as China, India, Japan), highlighting strong demand for the iPhone in these high-potential markets and effective strategies," the institution stated. The main reason for the decline in global smartphone shipments is the shortage of DRAM and NAND memory and weak demand. Some regions showed relatively stable performance, but the overall market sentiment is cautious due to original equipment manufacturers (OEMs) adjusting pricing and production strategies (such as delaying product launches, reducing releases), combined with consumers cutting back on non-essential spending in light of the tense situation in the Middle East. Meanwhile, some OEMs are shipping early to counter rising component prices and logistics costs, partially offsetting larger declines in shipments. Samsung Electronics (SSNLF.US) ranks second, with a 6% year-on-year decline in first-quarter shipments and a market share of 20%. The brand faces challenges of weak mass market demand and delayed release of the S26 series, but early sales momentum of the S26 series, especially the Ultra version, is strong, highlighting market demand for new hardware and integrated AI functions. Xiaomi maintains the position of the third in the global market with a 12% market share, but saw a 19% year-on-year decline, the highest among the top five brands. OPPO and vivo ranked fourth and fifth, with market shares of 11% and 8% respectively. Outside of the top five, Alphabet Inc. Class C (GOOGL.US) and Nothing achieved significant year-on-year growth in shipments of 14% and 25% respectively. Looking ahead to 2026, the global smartphone market outlook remains weak as memory shortages may persist until the end of 2027. OEMs are expected to prioritize value for money over sales volume by updating configurations, cutting low-profit models, and retaining budget users through refurbished devices. Counterpoint Research added, "As the trend towards high-endization remains stable but profit margins face pressure, brands will increasingly rely on software, ecosystem expansion, and services for growth in the coming quarters."