For the first time ever, Apple has topped global smartphone sales in the first quarter of a year. According to new data from Counterpoint Research, the iPhone held around 21% market share in Q1 2026, narrowly beating Samsung’s 20%.
This is a milestone that nobody predicted just a few years ago. Q1 has always been Samsung’s strongest quarter. That is no longer the case.
Why This Is Such a Big Deal
To understand why this matters, you need to know a bit of history. Apple has dominated the holiday quarter — Q4 — for years, because that is when the latest iPhones sell in the highest volumes. But Q1 is typically the post-holiday lull. People are not buying new phones in January and February the way they are in October and November.
Samsung, on the other hand, launches its Galaxy S series in late January or February every year. That gives it a built-in Q1 boost. Winning Q1 as Apple has done this year means iPhone demand stayed high even without a new launch in that window.
What Is Driving Apple’s Q1 Win?
A few factors explain the result.
Strong iPhone 17 demand. The iPhone 17 series, launched in late 2025, has continued to sell well into 2026. Demand has been particularly strong in India and the Asia-Pacific region, where Apple has been aggressively expanding its presence.
Aggressive trade-in offers. Apple and its carrier partners have been running unusually generous trade-in promotions. This has brought down the effective cost of entry-level iPhones and attracted buyers who might have otherwise chosen a mid-range Android.
Samsung slipped. Samsung’s Q1 performance was weaker than expected due to delayed launches and softer demand for entry-level devices. When Samsung softens and Apple stays strong, the gap closes quickly.
Google Pixel Is Having a Quietly Impressive Year Too
While Apple is grabbing the headline, the other interesting story in Q1 2026 is Google Pixel. The Pixel lineup saw around 14% year-on-year growth, even as the overall smartphone market declined by 6%.
That is a remarkable result for a brand that still has a small overall share. Pixel is not competing with Apple or Samsung on volume. It is competing on loyalty, and it is winning that battle.
For a closer look at what makes Pixel stand out, check our coverage of the Google Pixel 11 Could Be First Phone With Samsung’s New M16 OLED — Even Before iPhone.
The Overall Smartphone Market Is Shrinking
One thing worth noting: the overall smartphone market declined 6% year-on-year in Q1 2026. This is partly due to memory shortages pushing up prices, and partly because consumers are holding onto their phones longer.
Apple winning market share in a shrinking market is actually more impressive than it sounds. It means iPhone is taking sales from competitors, not just riding a rising tide.
What Comes Next for Apple?
Apple’s momentum in 2026 is only going to build as the year goes on. The iPhone 18 Pro and the long-awaited foldable iPhone are both expected in September. If either device meets expectations, Apple could finish 2026 in an even stronger position.
You can read everything we know about the next iPhone generation here: iPhone 18 Pro: Every Rumored Feature Confirmed So Far.
For Samsung, the challenge is clear. The Galaxy S26 series is selling well, and the company is reportedly boosting production to meet demand. But the gap with Apple in Q1 is a sign of how much competitive pressure Samsung is under in the premium smartphone space.
Apple’s Bigger 2026 Picture
This Q1 win is not happening in isolation. Apple has also been growing its Mac business. IDC data released this week showed that Mac shipments grew 9% in Q1 2026, significantly outpacing the overall PC market’s 2.5% growth. Apple now holds 9.5% of the global PC market.
Put together, Apple is having one of its strongest starts to a year on record. Whether it can keep that momentum going through the summer and into the iPhone 18 launch season is the big question for the rest of 2026.
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