Apple leads smartphone shipments in Q1 2026 with 21% market share, while Google and Nothing show strong growth despite overall market decline. Learn key insights.
© A. Krivonosov
The smartphone market showed mixed results in the first quarter of 2026. While overall shipments declined, some brands managed to post solid growth. According to Counterpoint, global device shipments fell by about 6% year-on-year, yet several companies bucked the trend.
Apple became the shipment leader for the first time in Q1, capturing roughly 21% of the market. This was driven by strong demand for the iPhone 17 series and aggressive trade-in programs. Samsung took second place with 20%, though its shipments dropped 6% compared to the previous year. Google and Nothing, while not in the top five, stood out with significant growth. Pixel smartphone shipments rose 14%, boosted by expanded AI features and new capabilities like Magic Cue.
Nothing also delivered an impressive performance, increasing its shipments by 25%. Analysts attribute the company's success to its distinctive design and growing appeal among users, despite its niche brand status.
Meanwhile, several major manufacturers faced declines. Xiaomi's shipments fell 19%, while OPPO and vivo saw more moderate drops. Market pressure comes from rising component costs, particularly for memory, which hits brands with more affordable devices the hardest.