Analytical company Omdia has published its latest report on the smartphone market for the first quarter of 2026, revealing the Top 5 manufacturers globally. In conditions of rising memory prices and pressure on costs, Samsung stands out as the only Android brand that records growth, while the rest of the competition, mostly Chinese manufacturers, has problems with profitability and demand.
In the first quarter of 2026, Samsung overtook Apple and took first place with a 22% market share and shipments of 65.4 million devices. Compared to the same period last year, the company recorded a growth of 8%, which is attributed to strong sales of the Galaxy A series in developing markets, as well as high demand for Galaxy S26 models in the premium segment.
Samsung takes the top spot in the Top 5 list, followed by Apple
Apple is in second place with a 19% market share and shipments of 60.4 million devices, but it recorded the highest growth among leading brands at 10% year-on-year. Stable sales of the iPhone 17 series, as well as additional momentum through the iPhone 17e model, have provided the company with a strong position, especially in the markets of Europe, Japan and China, where Pro models are experiencing significant growth.
The third, fourth and fifth places are occupied by Xiaomi, OPPO and vivo with a share of 11%, 10% and 7%. Nevertheless, Xiaomi records a drop of as much as 19%, which is directly related to the growth of memory prices and a heavy reliance on the budget segment of devices under $200, where profit margins are minimal.
The rising cost of components, especially DRAM and NAND memory, further complicates the business of Android manufacturers, who do not have the same level of control over the supply chain as Apple or Samsung. This leads to an increase in device prices or a decrease in margins, which affects competitiveness.
Omdia warns that inflation and rising prices will continue to affect the market during the rest of the year. An extension of the device replacement cycle and a more cautious approach of the manufacturer when it comes to deliveries is expected. Instead of aggressive expansion, the focus will be on preserving profitability, especially in the middle and upper segment of the market, where cost pressure is most pronounced.