In the first quarter of 2026, the mobile device market underwent a fundamental shift. While the global smartphone market shrank by 6 per cent year-on-year, Apple managed not only to resist the downward trend, but also to take over the leadership seat. With figures showing a 21 per cent market share, the Cupertino giant has proven that the premium segment is now the safest haven in uncertain times.
Apple’s success, manifested in a 5 per cent increase in shipments, contrasts with its competitors’ problems. Samsung, the traditional rival, recorded a 6 per cent decline, surrendering the lead with a share of 20 per cent. This result was mainly driven by the delayed launch of the flagship Galaxy S26 and weakness in the budget segment. Meanwhile, Apple recorded a spectacular 23 per cent increase in sales in China in the first weeks of the year, confirming the effectiveness of a strategy rooted in an ecosystem of services and a strong supply chain.
The most fascinating aspect of the current market situation, however, is the reason for the overall slowdown. As Counterpoint Research notes, it is not so much a lack of demand as a shift in priorities in the semiconductor sector that is responsible for the declines. Manufacturers of memory, a key component of any device, are increasingly redirecting their resources to AI-enabled data centres at the expense of consumer electronics.
