The iPhone outpaced its competitors in the first quarter of 2026, with Counterpoint considering it the first time Apple has dominated the smartphone market in the post-holiday quarter.
Apple’s success in the smartphone market in the first quarter extends to several areas, including improving growth and iPhone shipments outpacing those of its competitors.
Apple’s strong financial results in the second quarter of 2026 included, among other factors, an increase in revenue from the iPhone. In a report from Counterpoint analysts looking at the quarter in general, Apple saw success in a few different ways.
In Tuesday’s report, Counterpoint said the global smartphone market in general grew 8% year-over-year in the first quarter of 2026. The $117 billion in revenue was achieved despite a decline in shipments during the period.
Overall, demand for high-end models and rising prices, driven in part by soaring memory prices, led overall average selling prices to hit a record $399 in the first quarter.
However, even though the industry is doing well in general, Apple has seen more success than others.
A market dominated by Apple
For Apple, the revenue share in the first quarter of 2026 reached 48%. Although this is a slight decrease from the fourth quarter of 2025, it is still higher than the 43% share recorded in the first quarter of 2025.
The average sales price also increased, from $816 in the first quarter of 2025 to $908 in the first quarter of 2026, an increase of 11%. Global ASP increased 12% year-over-year.
Figures showing the iPhone’s market lead for the first quarter of 2026 compared to the first quarter of 2025 – Image credit: Counterpoint
Looking at the share of shipments, Apple saw growth again, from 19% in Q1 2025 to 21% in Q1 2026. This is on par with Samsung, which was previously at 20% in Q1 2025.
This is ultimately the first time that Apple has held first place in the smartphone market during the quarter following the holidays.
According to Counterpoint research director Jeff Fieldhack, Apple’s growth was due to sustained demand for the base iPhone 17 as well as the iPhone 17 Pro Max. Apple has also kept prices generally stable despite a growing bill of materials due to the RAM issue.
This helped Apple strengthen its competitive position during the quarter, Fieldhack continued. Regionally, Apple had great strength, with subsidies and promotions in the Asia-Pacific region working to its advantage.
Counterpoint’s report follows another from the company published on Monday. In this report, the iPhone 17 was considered the best-selling smartphone in the world, with Apple taking the top three spots in the ranking for the first quarter of 2026.