According to analysis from experts, this quarter is affected by two opposing factors. The fact that manufacturers such as Samsung, Apple and other companies are accelerating sales to anticipate the forecast of component cost inflation has supported the growth momentum.
However, macroeconomic difficulties continue to affect the needs of end consumers. Persistent inflation has reduced the budget for arbitrary spending of households, creating an increasing gap between sales to distribution channels and actual sales. This imbalance is expected to lead to stronger adjustments in the second quarter of 2026 and the second half of 2026.
Contrary to industry predictions, Samsung still maintained its position as the world's leading supplier, shipping 65.4 million devices (up 8% compared to the same period last year). This result reflects stability in both product segments: Low-end A-series sales supported factory sales in emerging markets, while strong demand for the Galaxy S26 line boosted the growth of the high-end segment.
Apple has shipped 60.4 million units, an increase of 10% compared to the same period last year. The iPhone 17 line is still the main growth driver, with the newly launched iPhone 17e achieving impressive results in markets dependent on carriers such as the EU and Japan. iPhone 17 Pro and Pro Max are superior to their predecessors when launched, with the mainland Chinese market recording particularly strong results with a growth rate of 42% compared to the same period last year.
Xiaomi has shipped 33.8 million devices, down 19% compared to the same period last year, marking the strongest decrease among the top five suppliers. With more than half of Xiaomi's shipments focusing on the under 200 USD segment, this brand is still heavily affected by memory price inflation, which has reduced profit margins and affected sales in the company's core price segment.
Oppo (including Realme and OnePlus) ranked fourth with 30.7 million units, down 6% compared to the same period last year, followed by Vivo in fifth place with 21.3 million units, down 7% compared to the same period last year. Both manufacturers recorded a one-digit decrease, consistent with lower Q1 sales, after the low-cost distribution channel was boosted in Q4 2025.
In addition to the Top 5, Honor is the fastest growing supplier in the top 10 with 19.2 million products shipped, an increase of 19% compared to the same period last year.
This growth is driven by strong growth in the international market, as Honor has more than doubled its shipments compared to the same period last year in the Middle East and Africa regions. In the mainland Chinese market, Honor's sales declined due to increasing competitive pressure.
The market is expected to shift from the initial strong expansion phase to a longer adjustment phase, as excess inventory in the distribution channel is absorbed in the context of weakening demand. Although inventory is expected to normalize in the short term from the second quarter of 2026, the recovery process may be uneven and slower than previously expected.
