Samsung regains leadership in smartphones with Galaxy S26 in the first quarter of 2026

Samsung returned to first place in the global smartphone market in the first quarter of 2026. The South Korean giant shipped 65.4 million devices to stores between January and March, capturing 22% market share with 8% growth compared to the previous year. The turnaround marks the end of Apple hegemony, which had gained leadership in 2025.

The robust performance of the Galaxy S26 line was decisive. The S26 Ultra model, despite its high price, exceeded expectations and became the most popular model of the generation. Simultaneamente, Series A resilience ensured sufficient volume in emerging markets, anchoring global shipment leadership.

Especificações and Galaxy S26 Ultra differentials

The top of the line Samsung features premium configurations that explain its commercial success:

• Tela Dynamic 6.9-inch AMOLED 2X with QHD+ resolution and 120 refresh rate Hz
• Brilho 2,600 nits maximum for viewing in bright sunlight
• Processador Qualcomm Snapdragon 8 Elite Gen 5 for Galaxy
• Até 16GB RAM and 1TB internal storage
• 200 MP main Câmera with optical stabilization (OIS) and f/1.9 aperture
• Quatro rear cameras including up to 5x optical zoom
• 5,000 mAh Bateria with 60W fast charging
• Certificação IP68 for water resistance
• Android 16 with One UI 8.5
• 78.1×163.6×7.9mm Dimensões weighing 214g

Apple maintains strong presence despite loss of leadership

Apple came in second place with 60.4 million iPhones sold and a 20% share of the global market. The brand grew 10% year-on-year, driven by the iPhone 17 and the strong debut of the 17e model at Europa and Japão. Mainland Na China, iPhone 17 Pro and Pro Max recorded impressive growth of 42%.

Apesar’s advance in specific segments, the South Korean offensive with a more diversified portfolio was enough to displace Apple from the position of absolute leader. The multiple price range hedging strategy proved to be decisive in this period.

Xiaomi falls significantly among the top global manufacturers

Xiaomi faces severe challenges in the quarter. The brand recorded a sharp 19% drop in shipments, suffering from the increase in the cost of components. Mais of half of its sales is concentrated in the segment below US$ 200, a segment that suffers from inflation in memory and storage.

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Outras manufacturers also showed pullbacks. OPPO, which includes data from OnePlus and Realme, recorded a 6% drop, while vivo fell 7%. OPPO confirmed the merger of the operating divisions of OnePlus and Realme into China during this period.

HONOR grows while total market stagnates

Contrariando negative trends, HONOR was the manufacturer that grew the most in the top 10 global ranking, increasing 19% in shipments. The brand reached 19.2 million units, driven by strong performance in the Oriente Médio and África. Esse growth reflects successful strategy in emerging regions where competition is less fierce.

The total smartphone market grew just 1% in the quarter, indicating fragile stability. Especialistas point out that this slight increase was driven by a “front-loading” strategy by manufacturers, who brought forward stock to avoid the expected inflation in the prices of memories and electronic components. The movement reflects caution on the part of industries in the face of an uncertain macroeconomic scenario.

Incertezas for the second half of 2026

The horizon for the second half of 2026 still holds significant risks. Especialistas’s Omdia warn that the rising cost of components like DRAM and storage could squeeze profit margins. The imbalance between shipments to stores and actual demand risks generating unnecessary excess inventory. Persistent Inflação can squeeze the family budget by extending the replacement cycle of old appliances. Fabricantes now compete to balance production and protect profitability before possible market correction.