Apple led global smartphone sales in the first quarter of 2026, achieving a 5% year-on-year growth amidst a market downturn, Reuters reports. Overall smartphone shipments declined by 6%, primarily due to a shortage of memory components and reduced consumer spending linked to tensions in the Middle East.
Apple’s performance reflects a significant impact on the global smartphone market. The company captured a 21% share of the market, reporting this as its strongest showing in a first quarter. According to Counterpoint Research, Apple’s integrated supply chain and premium positioning have bolstered its sales, especially in China.
China proved pivotal for Apple’s success, as the company noted a 23% increase in smartphone sales during the first nine weeks of 2026. In contrast, other brands like Xiaomi suffered substantial declines, marking it as the hardest hit among the top five smartphone manufacturers this quarter.
Counterpoint analyst Shilpi Jain attributed the overall shipment decline to memory suppliers prioritizing AI data centers over consumer electronics. Jain stated, “The decline in overall shipments is primarily driven by memory players prioritizing AI data centres over consumer electronics.”
