Despite the ongoing memory chip crisis, Omdia reported a 1% increase in global smartphone shipments for Q1. Total shipments during the first three months of the year reached 298.5 million units, driven by vendor front-loading. This strategy involves smartphone companies proactively increasing inventory in anticipation of rising component costs.
Samsung regained its status as the world’s leading smartphone brand with 65.4 million shipments during the period, marking an 8% increase compared to the same time last year. The Galaxy S26 series has seen strong demand, while the recent releases of the Galaxy A37 and Galaxy A57 contributed significantly to Samsung’s 22% market share.
Apple secured second place with 60.4 million shipments (up 10% year-over-year) and holds approximately 20% of the global market. Demand for the iPhone 17 series remains robust, and the report notes unexpectedly high interest in the iPhone 17e in Europe and Japan. The flagship iPhone 17 Pro and 17 Pro Max also outperformed their predecessors, showing a remarkable 42% increase in demand across China.
Xiaomi, which includes Redmi and Poco, ranked third with 33.8 million shipments, holding an 11% market share; however, it experienced the largest annual drop (-19%) amongst the top five brands, as rising component costs have adversely affected its margins.
Oppo, encompassing OnePlus and Realme, took fourth place with 30.7 million shipments and a 10% market share. Vivo ranked fifth, with 21.3 million shipments and a 7% market share.
Looking ahead, Omdia analysts anticipate turbulent times, with a period of adjustment following the supply-side push by vendors. Elevated channel inventory and generally weak consumer demand will be crucial factors influencing the global smartphone market as it approaches the second half of 2026.
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