A new preliminary report from Counterpoint Research shows that Apple secured nearly half of all smartphone market revenue in the first three months of 2026, while achieving a record average selling price for a first quarter. Here are the details.
The success of the iPhone 17 range continues to give
According to Counterpoint Research, Apple set two revenue records in the first quarter of 2026. First, the company captured 48% of the smartphone market’s total revenue, its highest share ever in a first quarter. Second, Apple saw the fastest year-over-year revenue growth among the biggest smartphone brands, with market share up from 43% a year earlier.
Samsung comes in a distant second with a revenue share of 18%, 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 rising smartphone prices related to the ongoing memory crisis helped increase overall ASP by 12% year-over-year, to $399.
Apple, meanwhile, hit a new high of $908 in the first quarter, despite keeping iPhone prices largely unchanged while many competitors, including Samsung, raised prices.
The report also shows that Apple and Samsung are tied for shipment share at 21% each. Xiaomi comes third with 12%, followed by OPPO with 10% and Vivo with 7%.
Here’s Jeff Fieldhack, Counterpoint’s research director, 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 increasing Apple’s overall ASP by 11% year-over-year. Unlike its peers, Apple has mainly kept prices stable despite rising BOM costs, reflecting its ability to absorb cost pressures and remain insulated from the memory crisis, which has helped strengthen its competitive position over the Quarter regionally, Apple saw widespread strength, particularly in the Asia-Pacific region, driven by grants, promotions and trade-in offers.
The report notes that while shipments will likely continue to decline throughout 2026, ASP is likely to expand, both due to pricing pressure from the memory crisis.
It notes that a “substantial recovery is not expected until late 2027.”
To read the full report from Counterpoint Research, follow this link.
To discover on Amazon
FTC: We use automatic, revenue-generating affiliate links. More.