Samsung fights back to reclaim smartphone crown from Apple

The battle for the top spot in the global smartphone market has shifted again.

After falling behind last year, Samsung has returned to first place in early 2026, underlining how tight the competition has become.

The latest figures also suggest that premium devices are once again driving momentum in an otherwise slow-moving market.

Samsung regains lead

Fresh data highlighted by SamMobile, based on Omdia figures, shows Samsung shipped 65.4 million smartphones in the first quarter of 2026.

That was enough to secure a 22 percent global share, up from a year earlier and ahead of Apple, which briefly held the lead in 2025.

The swing back in Samsung’s favour reflects not just timing, but a stronger flagship cycle than in previous years.

Flagship momentum

Much of that lift appears tied to the Galaxy S26 lineup. The series arrived earlier this year and has quickly become central to Samsung’s sales push.

Reports indicate the Ultra variant is leading demand, despite its higher price point.

Strong interest in premium features, combined with incremental upgrades and brand loyalty, seems to be offsetting broader market fatigue.

Compared with the Galaxy S25 cycle, early signs point to improved performance, suggesting Samsung has refined its high-end strategy.

Apple still close

Apple remains within striking distance. It shipped 60.4 million iPhones in the same period, holding a 20 percent share.

That is slightly higher than its position a year ago, even if it was not enough to retain the top ranking.

The narrow gap between the two companies continues to define the upper tier of the smartphone market.

Pressure builds

Further down the rankings, the picture is less stable. Xiaomi, OPPO and Vivo all recorded year-on-year shipment declines, even as they maintained their positions among the top vendors.

Growth across the industry was limited to just 1 percent compared to Q1 2025, reinforcing the sense that the market is plateauing.

Looking ahead, Omdia expects conditions to tighten, pointing to rising memory chip costs as a potential drag on both profitability and future shipments.

Sources: SamMobile, Omdia

This article is made and published by Mikkel Christensen, who may have used AI in the preparation