Samsung Electronics (005930.KS) has reclaimed the global smartphone crown it lost to Apple last year, powered by the strong performance of its Galaxy S26 series.
According to market research firm Omdia on the 12th, Samsung Electronics captured 22% of the global smartphone market by shipments in the first quarter of this year, surpassing Apple (20%) to claim the industry's top position. The result demonstrates how the company expanded its market influence through new product success even as rising semiconductor costs eroded overall smartphone price competitiveness across the industry. "Samsung reclaimed the top spot on the back of solid premium product demand and strong Galaxy S26 pre-order performance, despite disruptions to its mid-range model launch cycle," Omdia explained.
Omdia estimates that global pre-orders for the Galaxy S26 increased more than 10% compared to its predecessor. Domestic pre-orders had already set an all-time record at 1.35 million units.
Still, Apple is also credited with a solid defense. Without a flagship launch during the first quarter, the company maintained a market share close to Samsung's by selling only the budget "iPhone 17e" and the older "iPhone 17." In analysis from another research firm, Counterpoint Research, Apple actually led the first quarter with 21% share, ahead of Samsung (20%).
As a result, the two companies' foldable phone competition in the second half is emerging as the key battleground that will determine this year's market dynamics. Samsung Electronics is preparing to launch the "Galaxy Z Wide Fold" with a larger screen than previous models, while Apple is also expected to unveil its first-ever foldable iPhone.
Chinese manufacturers all saw their market shares contract. Xiaomi (11%), Oppo (10%), and Vivo (7%) all declined from the previous quarter, which analysts attribute to the sharp rise in semiconductor costs significantly weakening their low-to-mid-price strategy competitiveness. Omdia noted that mobile DRAM and NAND prices rose 90% quarter-on-quarter in Q1 and forecast an additional 30% increase in Q2.
The overall market grew 1% in the first quarter of this year compared to the same period last year, but is projected to decline approximately 15% for the full year as cost pressures and macroeconomic uncertainty converge.
