Global smartphone shipments fell 6% YoY in Q1 2026 due to DRAM and NAND memory shortages.
Apple topped the market with 21% share and 5% YoY growth, driven by iPhone 17 demand and trade‑in programs.
Samsung fell 6% to 20% share, delaying Galaxy S26 launch and trimming entry‑level models, while Xiaomi dropped 13% to 13% share.
Google and Nothing posted 14% and 25% shipment growth respectively, leveraging AI features and new phone launches amid rising costs.