Omdia: Global Smartphone Shipments Rise 1% in Q1, Driven by Supply-Side Strategies and Inventory Buildup
A recent report by market research firm Omdia shows that global smartphone shipments in the first quarter of 2026 increased slightly by 1% year-on-year, reaching a total of 298.5 million units, despite ongoing memory chip shortages. The primary driver of this growth is manufacturers' "supply-side pre-emptive" strategy – proactively stocking channels with large volumes of goods before anticipated component cost increases to secure favorable costs and ensure supply.
In terms of brand performance, Samsung regained the top spot in global smartphone shipments with 65.4 million units shipped in the first quarter, an 8% year-on-year increase, representing approximately 22% of the market share. This was driven by strong demand for the Galaxy S26 series, as well as the recently launched Galaxy A37 and Galaxy A57, with mid-to-high-end and mid-range product lines working in synergy to boost overall sales.
Apple ranked second with shipments of 60.4 million units, a 10% year-on-year increase, and is expected to hold approximately 20% of the global market share. The report noted that overall demand for the iPhone 17 series remained strong, with the iPhone 17e generating higher-than-expected user interest in Europe and Japan. Meanwhile, demand for the flagship iPhone 17 Pro and 17 Pro Max in the Chinese market increased significantly by approximately 42% compared to the previous generation, further solidifying Apple's position in the high-end market.
Xiaomi (including Redmi and Poco brands) ranked third with shipments of 33.8 million units in the first quarter, corresponding to approximately 11% of the market share. However, among the top five vendors, Xiaomi experienced the largest year-on-year decline in shipments, falling by 19%, with rising component costs significantly squeezing its profit margins.
OPPO (including OnePlus and realme) ranked fourth with shipments of 30.7 million units, representing approximately 10% of the market share. vivo ranked fifth with shipments of 21.3 million units, representing approximately 7% of the market share.
Looking ahead, Omdia analysts believe that the concentrated "rush" on the supply side will bring some volatility and adjustment pressure in the coming quarters. The current high channel inventory levels, coupled with generally weak end-consumer demand, will be key factors influencing the trend of the global smartphone market in the second half of 2026. The report warns that manufacturers may need to find a new balance between destocking and maintaining profits in the short term to cope with uncertain market prospects.