Apple's first time

iPhone 17 Pro. Photo: The Verge .

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.

During the financial report on April 30th, CEO Tim Cook also emphasized that the iPhone 17 is Apple's most popular phone ever.

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.

Samsung is close behind with a 21% market share, maintaining stable sales thanks to its optimized product portfolio, with the Galaxy S26 series being popular among users.

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.

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

In the first quarter, the entire smartphone market continued to face pressure as sales decreased by 3% compared to the same period last year, mainly due to component shortages and weak demand. Market sentiment remained cautious as manufacturers adjusted their pricing strategies.

After several quarters of sustained growth, the Asia-Pacific region recorded a 3% decline, while Europe declined by 6%. The Middle East and Africa experienced the sharpest decline (7%), while Latin America was the only region to show year-on-year growth (3%).

According to MacRumors , the shortage of DRAM and NAND memory will continue to put pressure on the market, as memory chip manufacturers prioritize AI customers over smartphone brands.

CEO Tim Cook said that memory shortages and rising costs will have a greater impact on Apple later this year. Counterpoint also predicts that most brands will be similarly affected, with the memory crisis potentially lasting until the end of 2027.