Samsung, Apple Only Brands to Grow in Q1 2026

According to the latest data from the International Data Corporation (IDC), global smartphone shipments fell 4.1% year-over-year to 289.7 million units in the first quarter of 2026 amid the massive memory chip shortage.

However, while most of the industry is feeling the pinch, Samsung and Apple have emerged as the only major players in the top five to record growth.

Samsung successfully climbed back to the number one position globally, shipping 62.8 million units. This represents a 3.6% increase compared to the same period last year. The South Korean tech leader’s resurgence was largely driven by the strong performance of its Galaxy S26 series, specifically the Ultra model.

Samsung has navigated the rising costs of components by aggressively shifting its focus toward high-end, premium devices. By streamlining its entry-level offerings and emphasizing higher-tier configurations, the company has managed to maintain healthy margins despite the record-high prices for DRAM and NAND flash memory.

Apple secured the second position with 61.1 million shipments, marking a 3.3% growth. While Samsung took the volume crown, Apple’s story is one of incredible resilience in difficult markets. Most notably, the iPhone 17 series saw a massive 33.3% surge in sales within mainland China, a region where many analysts expected the company to struggle against local competitors.

Apple’s highly integrated supply chain has allowed it to remain somewhat insulated from the global memory crisis. By maintaining tight control over its hardware and leveraging aggressive trade-in programs, the company has kept its “ecosystem stickiness” high. As a result, Apple now holds a 21.1% market share, trailing Samsung’s 21.7 %.

For the average consumer, this means the era of the ultra-affordable smartphone is under threat. As the industry enters this “structural reset,” both Apple and Samsung are proving that brand loyalty and premium features are the best defence against economic volatility.