Apple takes top smartphone shipments for first time in q1

Apple has seized the top spot in global smartphone shipments during the first quarter of 2026, according to a new report from Counterpoint Research.

First time for the iphone

For the first time ever, Apple led the smartphone market in shipments during Q1, with a 21% market share. Samsung trailed closely behind with 20%, followed by Xiaomi, Oppo, and vivo.

The iPhone 17 series, along with an aggressive trade-in program, drove Apple's growth, with shipments rising 5% year-over-year. Meanwhile, Samsung's annual smartphone shipments fell 6%, keeping its global share flat at 20%.

Pixel and nothing make gains

Two other brands outside the top five had a strong Q1. Google's Pixel series continues to capitalize on its AI-related features, with shipments up 14% annually. The upcoming Pixel 11 series, powered by the Tensor G6 processor, is expected to further boost sales.

Nothing, the startup co-founded by former OnePlus executive Carl Pei, saw its smartphone shipments surge 25% year-over-year in Q1. The brand's unique designs and growing brand awareness contributed to its success.

Folding phones to heat up

2026 is shaping up to be a mixed bag for smartphone makers, with some anticipating a boost in foldable phone shipments. The rumored arrival of Apple's long-awaited iPhone Ultra, expected to debut alongside the iPhone 18 Pro and iPhone 18 Pro Max in September, could drive up foldable sales by as much as 30%.

However, the global smartphone market as a whole contracted 6% year-over-year in Q1, according to Counterpoint. Xiaomi's 19% decline in shipments and Oppo's 4% drop further highlight the challenges facing the industry.