according to the latest market report from counterpoint research, global smartphone revenue in the first quarter of 2026 increased by 8% year on year to us$117 billion. although shipments declined due to rising bill-of-materials (bom) costs and storage shortages, the average selling price (asp) rose by 12% year on year to us$399, marking a new high for the same period in history. the market is shifting from being driven by volume to being driven by value, with demand for high-end models and manufacturers’ pricing adjustments serving as the core growth drivers.
apple led the global market with a revenue growth rate of 22%, achieving its highest-ever first-quarter revenue and, for the first time, topping the global shipment rankings in the first quarter with a market share of 21%. strong demand for the iphone 17 and iphone 17 pro max pushed apple’s overall asp up by 11% year on year. jeff fieldhack, research director at counterpoint, noted that apple has absorbed cost pressures through a stable pricing strategy and further stimulated demand in the asia-pacific region via subsidies, promotions, and trade-in programs, thereby consolidating its advantage in the premium segment.
samsung posted a revenue market share of 18% and a shipment share of 21%, ranking second. its asp increased by 4% year on year, thanks to the strong market response to the s26 series and the recovery of the mid-range segment. by discontinuing lower-storage variants and enhancing high-end configurations—such as the ultra model, which has already seen pre-orders exceed those of the previous generation—samsung achieved structural price increases, driving a 4% rise in revenue.
xiaomi, focusing on the entry- and mid-range segments, was significantly impacted by rising storage costs, resulting in a 19% drop in shipments and an 18% decline in revenue. only the latin american market remained stable thanks to aggressive promotional campaigns. oppo and vivo ranked fourth and fifth in revenue, respectively: oppo’s asp grew by 3% due to its shift toward higher-value products, while vivo’s asp increased by 10% as the proportion of mid-to-high-end models in its india v series, x series, and china s series rose, boosting revenue growth by 5%.
shilpi jain, senior analyst at counterpoint, analyzed that constrained storage supply and rising component prices have prompted manufacturers to optimize their product portfolios, while longer replacement cycles and installment payment plans have supported demand for high-end devices. although the market will face pressure in 2026 and shipments may continue to decline, the trend toward premiumization and persistently high storage prices are expected to sustain asp growth, with a market recovery likely to emerge in the second half of 2027.
