A new preliminary report by Counterpoint Research shows that Apple secured nearly half of all smartphone market revenue during the first three months of 2026, while also reaching a record average selling price for a first quarter. Here are the details.
According to Counterpoint Research, Apple set two revenue records in Q1 2026. First, the company captured 48% of total smartphone market revenue, its highest-ever share in a first quarter. Second, Apple posted the fastest year-over-year revenue growth among the top smartphone brands, with its share rising from 43% a year earlier.
Samsung was a distant second with 18% revenue share, followed by OPPO (including OnePlus and realme devices) at 6%, Xiaomi at 5%, and vivo at 4%.
As for average selling price, Counterpoint noted that higher smartphone prices tied to the ongoing memory crunch helped lift the overall ASP by 12% year over year, at $399.
Apple, meanwhile, reached a new Q1 high of $908, despite keeping iPhone prices largely unchanged while many competitors, including Samsung, moved prices higher.
The report also shows Apple and Samsung tied for shipment share at 21% each. Xiaomi came in third at 12%, followed by OPPO at 10% and vivo at 7%.
Here’s Counterpoint’s Research Director Jeff Fieldhack on Apple’s numbers:
“Apple’s growth was driven by sustained demand for the base iPhone 17 and iPhone 17 Pro Max, with a stronger mix of these models lifting Apple’s overall ASP by 11% YoY. Unlike its peers, Apple mostly maintained stable pricing despite rising BOM costs, reflecting its ability to absorb cost pressures and remain insulated from the memory crisis, which helped strengthen its competitive position during the quarter. Regionally, Apple saw broad-based strength, especially across the Asia-Pacific region, driven by subsidies, promotions, and trade-in offers.”
The report notes that while shipments are likely to continue declining throughout 2026, ASP is likely to expand, both as a result of the price pressure from the memory crunch.
It notes that a “substantial recovery is expected only in late 2027.”
To read Counterpoint Research’s full report, follow this link.
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