A new preliminary report shared by Counterpoint Research reveals that Apple will generate almost half of the revenues in the global smartphone market in the first three months of 2026. The company managed to reach its highest ever average sales price in the first quarter during this period.

Apple broke two important revenue records in the first quarter of 2026. The company increased its revenue share in the total smartphone market to 48 percent, reaching the highest level in its history in the first quarters.

iPhone 17 series took sales to the top

According to Counterpoint Research data, Apple recorded the fastest annual growth rate among leading smartphone manufacturers, increasing its revenue share from 43 percent the previous year to 48 percent. Samsung ranked second on the list with a revenue share of 18 percent, followed by OPPO with 6 percent, Xiaomi with 5 percent and vivo with 4 percent.

Average sales prices in the smartphone industry increased by 12 percent year-on-year to $399 due to the ongoing memory crisis. Although Apple kept iPhone prices largely constant, it renewed its first quarter record by increasing the average sales price to $908.

In terms of shipment shares, Apple and Samsung share the top with 21 percent. While Xiaomi ranks third with 12 percent, OPPO and vivo complete the ranking with 10 percent and 7 percent shares.

Counterpoint Research Director Jeff Fieldhack states that the basis of Apple’s success lies in the constant demand for the iPhone 17 and iPhone 17 Pro Max models. Unlike its competitors, Apple strengthened its competitive position by keeping its prices constant despite increasing production costs and received support from subsidies and trade-in offers, especially in the Asia-Pacific region.

Future of the market and expectations

The report predicts that smartphone shipments will continue their downward trend throughout 2026. It is estimated that average sales prices will continue to increase due to the price pressure created by the memory crisis.

A serious recovery in the sector is expected to occur only towards the end of 2027. How do you evaluate Apple’s performance in these difficult market conditions?