Samsung stages a comeback.

The Galaxy S26 achieved good sales, helping Samsung regain its leading position in the first quarter of 2026. Photo: Phuong Lam .

According to Omdia 's latest report, Samsung has regained its leading position in the global smartphone market in Q1 2026. Pre-orders for the Galaxy S26 increased by more than 10% compared to the Galaxy S25, despite some delays in the refresh cycle of its mid-range models. This is a remarkable result given the industry's significant pressure from sharply rising component costs.

In the first quarter, the global smartphone market grew by 1% year-on-year, exceeding expert forecasts. However, this increase was largely due to manufacturers pushing existing inventory into distribution channels before component prices rose sharply.

Apple also had a successful quarter with stable iPhone 17 sales despite some supply disruptions. However, Apple and Samsung are two exceptions to the industry average.

Most of the remaining Android manufacturers are under pressure in terms of both production volume and profit margins, forcing them to downsize their product portfolios and release fewer new products.

What helped Samsung weather the storm was its strategy of focusing on flagships while demand in the high-end segment remained stable. While mid-range and low-end brands were suffering the most from the chip crisis, the South Korean giant benefited from long-standing supply chain relationships and better cost control. The Galaxy S26 launched at the right time and generated significant traction, enough to compensate for delays in the mid-range line.

However, the overall picture for the industry is far less optimistic. Mobile DRAM and NAND flash prices increased by approximately 90% in Q1 2026. Omdia forecasts an increase of around 30% in Q2 2026, significantly raising the manufacturing cost per device.

"The worst is yet to come as cost pressures are weighing heavily on the smartphone value chain. Manufacturers have virtually no choice but to raise prices as cost pressures intensify," said Runar Bjorhovde, an analyst at Omdia.

Additionally, Omdia forecasts that the global smartphone market will decline by approximately 15% overall in 2026. The sub- $100 segment is expected to suffer the most, with a projected decline of up to 31%. Conversely, the segment above $800 is projected to experience a slight increase of 4%.

In the current landscape, Samsung's advantage over the rest of the Android smartphone market will continue to widen in the coming quarters. Companies focusing on the low-cost segment with thin profit margins will face the highest risks, while Samsung and Apple continue to consolidate their leading positions in the premium segment.