The race for the world’s biggest smartphone manufacturer continues to swing between Samsung and Apple, with leadership often shifting due to the timing of their flagship launches.
This time, Samsung has reclaimed the lead thanks to the strong performance of its Galaxy S26 lineup, overtaking Apple in global smartphone sales and market share.
Samsung usually dominates the first quarter since its Galaxy S series debuts early in the year. Apple often bounces back in the second half after unveiling new iPhones, so an Apple comeback is likely when the 2026 iPhone arrives.
According to the latest data from research firm Omdia, Samsung captured 22% of the global smartphone market in Q1 2026-a 2% increase year-over-year. Apple held 20%, growing 19% compared to the previous quarter.
Samsung aims to maintain its lead on steady demand for the Galaxy S26 series and interest in its new midrange models. Later this year, it plans to launch updated foldables, including a revamped Galaxy Z Fold with a larger display.
Despite rising component costs and higher prices, the global smartphone market grew 1% year-over-year in Q1 2026. However, Omdia notes this growth does not fully capture the impact of increased costs for memory and storage components.
Manufacturers are expected to continue raising prices, which could shrink the market throughout 2026. Omdia forecasts global smartphone shipments may drop by around 15% this year.
Unlike Samsung’s early-year push, Apple’s late-year surge has historically balanced out sales charts, making this back-and-forth battle a seasonal affair. Samsung’s upcoming foldable lineup will be worth watching as it attempts to solidify its lead against the stiff competition Apple presents with its ecosystem and loyal customer base.
As pricing pressures mount globally, the smartphone market’s direction could hinge on which company better manages costs while delivering compelling devices throughout 2026.