According to data from Omdia, global smartphone shipments reached 298.5 million units in the first quarter of 2026, representing a 1% increase compared to the same period last year. Market performance during the quarter was influenced by two opposing factors. Leading manufacturers such as Samsung and Apple proactively increased channel inventory in anticipation of rising memory and component costs, which boosted overall industry shipments, resulting in sales figures that exceeded early industry forecasts. However, persistent macroeconomic headwinds continued to suppress end-consumer demand, with high living costs reducing household budgets for non-essential purchases. This has led to a widening gap between channel shipments and actual end-user retail sales. The imbalance between supply and demand may prompt a more significant market adjustment in the second quarter and the second half of 2026.
In terms of brand performance, Samsung maintained its position as the world's leading manufacturer despite market challenges, shipping 65.4 million units in the first quarter, an 8% year-on-year increase. The brand demonstrated strong resilience with a dual-strategy targeting both high-end and low-end segments: its A-series entry-level models stabilized its presence in emerging markets, while the popular Galaxy S26 series drove sales growth in the premium segment.
Apple shipped 60.4 million units in the first quarter, a 10% increase year-on-year. The iPhone 17 series served as the core growth driver, with the newly launched iPhone 17e performing strongly in operator-dominated markets such as the European Union and Japan. Sales of the iPhone 17 Pro and Pro Max models surpassed those of the previous generation at launch, with particularly notable performance in the Chinese mainland market, which saw a 42% year-on-year surge.
Xiaomi shipped 33.8 million units in the first quarter, a 19% decline compared to the previous year, marking the largest drop among the top five brands. With over half of its shipments concentrated in the sub-$200 low-end segment, Xiaomi was most significantly impacted by rising memory costs, leading to compressed profit margins in its core price segments and pressure on its overall shipment volume.
OPPO, which includes realme and OnePlus, ranked fourth with shipments of 30.7 million units, down 6% year-on-year. Vivo placed fifth with 21.3 million units shipped, a 7% decrease. Both Chinese brands recorded single-digit declines in the first quarter, primarily due to a slowdown in end-user sales following concentrated channel stocking of entry-level models at the end of 2025.
Outside the top five, Honor achieved the highest growth rate among the global top ten manufacturers, with a 19% year-on-year increase. Overseas markets were the core growth driver, with shipments in the Middle East and Africa doubling compared to the previous year. However, intensified domestic competition led to a decline in Honor's sales within the Chinese mainland market.
The following rankings are provided for key regions and markets in the first quarter of 2026: Global Key Regions: Global Key Markets:
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