Counterpoint reports reveal Apple's strong ecosystem has enabled it to sweep market share in the Asia-Pacific region, while Chinese brands have experienced sharp sales declines in 2026.
Apple has made history by becoming the global smartphone market leader in the first quarter of 2026, with shipment growth defying the sharply contracting overall market.
This success comes from sustained high demand for the iPhone 17 and iPhone 17 Pro in key markets such as China, India, and Japan, combined with users' strong loyalty to Apple's ecosystem.
Meanwhile, the global smartphone market is grappling with a shortage of memory chips including DRAM and NAND, forcing many manufacturers to cut production and bear higher costs. Apple has been least affected due to its ultra-premium product positioning and comprehensive supply chain management, maintaining a 5% growth rate while competitors suffer declines up to 19%.
In the latest Counterpoint Research rankings, Apple holds a 21% market share, followed by Samsung in second place with 20%, though Samsung's shipments dropped 6%.
Chinese brand Xiaomi ranks third but was hit hardest with a 19% sales decline, followed by Oppo and Vivo in fourth and fifth places respectively.
However, newcomer brand Nothing, which recently launched new products,including the Nothing Phone (4a) Series in Thailand,has shown notable growth, though its shipment volumes are not yet sufficient to challenge the leading brands at this time.
Looking ahead to the smartphone market trends throughout 2026, concerns remain as the memory chip shortage may persist until late 2027. This forces smartphone makers to shift strategies, emphasizing product value over sales volume. Common responses will include dropping low-margin smartphone models and promoting refurbished devices—reconditioned phones with replaced batteries or repaired components—offered at more affordable prices to retain budget-conscious customers amid rising production costs.
Source:Counterpoint Research