Apple overtakes Samsung at the most crucial 'turning point'.

The latest data shows that Apple is leading global smartphone shipments with 21%, far ahead of Samsung in second place.

According to data from market research firm Counterpoint Research , Apple led the global smartphone market in the first quarter. This also marks the first time Apple has achieved this position in the first quarter of the year.

Apple's smartphone market share during that period reached 21%, with sales increasing 9% compared to the same period last year. Much of this success continued to come from the iPhone 17. According to Counterpoint Research , all three models in this line were among the world's best-selling phones in the first quarter.

The numbers speak for themselves.

In fact, the statistical chart also shows Samsung's market share in Q1 2026 at 21%. According to Counterpoint Research , this might seem like a tie at first glance, but deeper data indicates that the iPhone manufacturer is actually leading.

The next positions were held by Xiaomi (12% market share), Oppo (10%), and Vivo (7%). Xiaomi's sales decreased by 19% during the same period, while Oppo and Vivo saw decreases of 4% and 2% respectively. Honor, however, recorded a 31% growth thanks to market expansion and aggressive promotions.

Market share of the top 5 smartphone brands worldwide over the last 6 quarters. Image: Counterpoint Research .

The reason for the coincidence on the chart is the rounding rule. Specifically, Apple's actual figure is likely around 20.8%, while Samsung's is 20.5%.

Both figures will be rounded to 21% on the data sheet, but technically, Apple still ranks number one.

PhoneArena considers this an unprecedented achievement for Apple. Traditionally in the mobile industry, the first quarter of the year has always been Samsung's "territory." In fact, it could be said that this is the peak period of performance for the South Korean giant.

In January, February, and March, Samsung consistently benefited greatly from the explosive launch of the Galaxy S series combined with its extensive distribution network in emerging markets.

Conversely, Apple's best quarterly business performance is always in the fourth quarter. This is when Apple typically dominates the market immediately after the launch of new iPhone models. Then, in the first quarter of the following year, Apple usually loses momentum.

"In a race, winning by a narrow margin isn't that important. And that joy is doubly sweet when you beat your opponent on their home turf. The iPhone 17 series will undoubtedly go down in history as one of the most successful generations of phones in Apple's modern history," commented Sebastian Pier of PhoneArena .

In addition to stable demand for the iPhone 17 series, Counterpoint Research says Apple maintains its advantage thanks to proactive supply chain management, combined with increased sales in China.

"The company's growth also stems from its ability to maintain a high pricing structure and profit margin despite volatility in the global memory market," the Counterpoint report emphasized.

The future of global smartphones

Aside from the positive performance from Apple, Counterpoint Research's report on the global smartphone market is not very encouraging.

The global smartphone market generally continued to struggle in the first quarter of 2026, with total shipments down 3% year-on-year. This downturn mainly stemmed from a shortage of memory chips, making device production more difficult and expensive for phone manufacturers.

Apple maintains its advantage through proactive supply chain management, combined with increased sales in China. Photo: Bloomberg .

Regionally, Latin America was the only region to record positive growth, with a 3% increase year-on-year. This surge was supported by Motorola and Honor's efforts to expand their presence across the market, alongside Apple's official return to Argentina, which also contributed to the region's increased production.

Conversely, the Asia-Pacific region has fallen into recession after maintaining positive momentum for the previous two years. The region recorded a 3% year-on-year decline, signaling weakening demand in many key markets.

The Middle East and Africa saw the most significant declines of all regions, with exports plummeting 7% year-on-year. This is not entirely surprising given the escalating military tensions in the Gulf. The conflict in the Middle East also had repercussions for Europe, with the continent's markets reporting dismal results, down 6% year-on-year.

In addition, consumer demand is weakening significantly as many people decide to postpone upgrading their smartphones due to economic uncertainties and rising prices.

Although most consumers tend to refrain from buying new phones in 2026 due to socio-economic uncertainties, a strange phenomenon is the emergence of a segment of customers who are rushing to buy flagship models this year.

iPhone models are displayed at an Apple store. Photo: Bloomberg .

In fact, this is also a new global trend. At the product launch event on May 21st, Xiaomi's CEO issued a blunt warning to consumers.

"If you plan on changing your phone next year, do it as soon as possible," Lei Jun said. This is a rare instance of a CEO publicly advising consumers to buy a product right before its price increases.

Experts predict that the previously affordable price segments will no longer exist. The market will continue to adjust upwards to more expensive price points in the near future. Therefore, waiting for phone prices to drop is not a wise option.

Source: https://znews.vn/apple-vuot-mat-samsung-trong-khuc-cua-quan-trong-nhat-post1654612.html