Apple Inc. led global smartphone shipments in the first quarter of 2026, achieving a 21% market share, according to Counterpoint Research. This marks the first time Apple has topped the market in a first quarter, growing 5% year-on-year, even as overall smartphone shipments fell by 6% due to a shortage of memory components and geopolitical tensions affecting consumer sentiment. Apple's growth was bolstered by a 23% increase in smartphone sales in China during the first nine weeks of the year, attributed to its premium positioning and integrated supply chain. In contrast, Samsung experienced a 6% decline in shipments, resulting in a 20% market share, largely due to a delayed launch of the Galaxy S26 and challenges in the entry-tier segment. Xiaomi held onto third place with a 13% market share but reported the most significant drop among the top five brands.