Chinese Smartphones Losing Ground, Two Lesser-Known Brands Selling Briskly
Jakarta, CNBC Indonesia - The global smartphone market continues to decline at the start of 2026. However, amid this weakening, Apple has led the market for the first time in the first quarter of this year.
Counterpoint Research’s report notes that global smartphone shipments in Q1-2026 fell 6% year-over-year (YoY). The decline was triggered by shortages of DRAM and NAND memory, rising logistics costs, and weakening consumer purchasing power amid Middle East geopolitical tensions, as cited from Counterpoint’s official website on Monday (13/4/2026).
Amid the weakening market, Apple led with a 21% share and 5% YoY growth. Strong demand for the iPhone 17 series, trade-in programmes, and a robust ecosystem drove volume growth despite deteriorating macroeconomic conditions. Growth was also strong in several Asia-Pacific markets such as China, India, and Japan.
In contrast, Samsung had to settle for second place with a 20% share. Samsung’s shipments shrank 6% YoY due to weak market demand and delays in launching the Galaxy S26 series. Nevertheless, the S26 Ultra variant reportedly garnered high interest thanks to integrated AI features.
Xiaomi faced greater pressure. The Chinese manufacturer remained in third place, but shipments plummeted 19% YoY, the largest drop among the top five. Xiaomi’s reliance on the entry-level segment made it most affected by rising memory component prices.
Meanwhile, Oppo and Vivo occupied fourth and fifth places with shares of 11% and 8% respectively. Vivo remained strong in India through its mid-range series, while Oppo benefited from sales of the A5 series in the entry-level segment and the foldable flagship Find N5.
Outside the top five, Google and Nothing recorded double-digit growth. Google grew 14% YoY thanks to its Pixel line, while Nothing surged 25% YoY driven by unique designs and the launch of the Nothing Phone (4a).
Counterpoint forecasts that market pressures will continue until 2027 as the memory supply crisis has not eased. Manufacturers are expected to focus more on premium devices, cut back on low-cost models, and rely on software and services to maintain growth.