In the latest global smartphone rankings, Samsung has failed to reclaim its top position in Q1 2026, with Apple continuing to dominate the market.
According to a report by Counterpoint Research, Apple secured the top spot with a 21% share of global smartphone shipments in Q1 2026.
Samsung followed closely in second place with a 20% market share, narrowing the gap compared to Q4 2025 when Apple first overtook the South Korean giant.
Samsung’s Decline: What Went Wrong?
One of the key reasons behind Samsung’s dip was the delayed launch of its flagship Galaxy S26 lineup.
The delay affected shipment volumes during the quarter, limiting Samsung’s ability to compete effectively at the top.
In addition to flagship delays, Samsung also faced challenges in the entry-level smartphone segment.
This weaker performance further contributed to a 6% year-on-year decline in shipments compared to Q1 2025.
Other key players in market
The report also highlighted the performance of other major smartphone brands:
- Xiaomi (Mi) secured third place with a 13% market share
- Oppo ranked fourth with 11%
- Vivo held fifth position with 8%
Can Samsung bounce back in Q2?
Despite the slow start, Samsung may see a turnaround in Q2 2026.
The Galaxy S26 series has already begun setting sales records, which could boost the company’s shipment figures in the coming months.
However, rising smartphone prices could pose a challenge.
If Samsung continues increasing prices, it may negatively impact demand and overall shipments.
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