IDC reports that global smartphone shipments fell 4.1% in Q1 2026, dropping to 289.7 million units. Rising memory costs and supply issues pushed phone prices higher, hitting budget phones hardest. Premium brands, however, managed to hold their ground.
Here’s how the top 5 smartphone brands ranked in Q1 2026, according to IDC.
Samsung led the quarter with 62.8 million units shipped and a 21.7% market share, up 3.6% year-on-year. Strong demand for the Galaxy S26 Ultra and its mid-range A-series helped it stay ahead.
Apple followed closely with 61.1 million units and 21.1% share, growing 3.3% thanks to the iPhone 17 series and strong sales in China.
Xiaomi came in third with 33.8 million units but saw the biggest drop, down 19.1% as it scaled back shipments of older models. OPPO ranked fourth with 30.7 million units, down 9.9%, while vivo placed fifth with 21.2 million units, down 6.8%. Both OPPO and vivo leaned on their home market in China to offset weaker international sales.
Outside the top five, Honor stood out with 24% growth, driven by expansion overseas. Motorola and Huawei also posted gains, showing that relatively smaller brands can still find space in a tough market.
Also Read: IDC puts Samsung first in Q1 2026, Counterpoint says Apple
IDC’s numbers show a clear trend: premium brands are holding up better, while budget-focused ones are feeling the squeeze. The market is shifting to higher price points as companies adjust to rising costs and supply challenges.
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