The first quarter of 2026 has seen the global smartphone market surpass expectations, growing by 1% year on year, according to the latest research from Omdia. Unfortunately, this metric does not yet reflect the full impact of rising supply-side costs, as vendor inventory frontloading in the channel was required to temporarily support shipments. Memory and storage costs are increasing sharply, while vendors have not fully implemented retail price increases across all markets. Mobile DRAM and NAND prices rose by around 90% quarter-on-quarter in Q1 and are expected to increase a further 30% in Q2, significantly increasing bill-of-materials. At the same time, early signs of logistics and trade flow disruption are adding friction to global supply chains.
Samsung reclaimed the top position in Q1, supported by resilient flagship demand and strong Galaxy S26 series pre-orders – up more than 10% globally compared with the Galaxy S25 series – despite launch delays impacting its mid-range refresh cycle. Apple also delivered a strong quarter, supported by stable pricing and steady demand for the iPhone 17 series, despite some regional supply disruptions. Beyond the top two, most Android vendors are facing challenges on both volumes and margins, responding with tighter portfolios, selective launches and more disciplined pricing. However, within the “Others” category, Huawei’s strong domestic performance, supported by competitive pricing, and HONOR’s continued overseas expansion drove share gains.
“Vendors have little choice but to raise prices as cost pressures intensify”, said Sanyam Chaurasia, Principal Analyst at Omdia. “While price increases are happening across the industry, the impact is not uniform. Vendors with greater exposure to entry and mid-tier segments, such as Xiaomi and TRANSSION, are more exposed due to thinner margins and limited pricing power. In contrast, Apple has largely held pricing, while Samsung is taking a more market-selective approach. Beyond headline price increases, vendors are also managing margins through configuration changes, reduced promotions and tighter channel pricing. This is creating a more complex pricing environment, with financing and trade-ins playing a bigger role in supporting demand.”
See also: The Smartphone Upgrade Cycle Slows
