The iPhone outpaced its rivals in the first quarter of 2026, with Counterpoint deeming it the first time that Apple has led the smartphone market in the post-holiday quarter.
Apple's success in the smartphone market for the first quarter spanned multiple areas, including improvements in growth and shipments of the iPhone outpacing its rivals.
Apple's stellar Q2 2026 financial results included a revenue bump from the iPhone, among other factors. In a report from analysts at Counterpoint looking at the quarter in general, Apple saw success in a number of different ways.
In Tuesday's report, Counterpoint said that the global smartphone market in general grew 8% year-over-year for Q1 2026. The $117 billion in revenue was made despite a decline in shipments during the period.
Overall, demand for premium models and price increases, partly driven by the memory price spikes, has led to overall average selling prices to hit a Q1 record of $399.
However, while the industry is doing well in general, Apple has seen more success than others.
An Apple-dominated market
For Apple it saw its revenue share for Q1 2026 reach 48%. While this is a slight dip from Q4 2025, it's still higher than the 43% share it had in Q1 2025.
The average selling price has also gone up, from $816 in Q1 2025 to $908 in Q1 2026, up 11%. The global ASP grew 12% year-over-year.
Figures showing iPhone's lead in the market for Q12026 versus Q1 2025 - Image Credit: Counterpoint
When it comes to shipment share, Apple again saw growth, from 19% in Q1 2025 to 21% in Q1 2026. This is at the same level as Samsung, which previously was at 20% in Q1 2025.
This is ultimately Apple's first time in the lead position in the smartphone market in the post-holiday quarter.
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 also maintained mostly stable pricing despite a rising bill of materials from the RAM issue.
This helped Apple strengthen its competitive position in the quarter, Fieldhack continued. Regionally, Apple had broad strength, with subsidies and promotions in the Asia-Pacific region working to its advantage.
Counterpoint's report follows another from the firm issued on Monday. In that report, the iPhone 17 was deemed the world's top-selling smartphone, with Apple taking the top three spots in the rankings for Q1 2026.
