The topic Samsung retakes the lead in Q1, but there’s bad news for other Android brands is currently the subject of lively discussion — readers and analysts are keeping a close eye on developments.
This is taking place in a dynamic environment: companies’ decisions and competitors’ reactions can quickly change the picture.
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Samsung surrendered its lead of the global smartphone market to Apple in Q4 2025, but the company usually retakes the lead in the following quarter. New data has indeed revealed good news for Samsung, but bad news for other top Android brands.
Tracking firm Omdia posted its Q1 2026 global smartphone market share report, and Samsung was the top manufacturer for the quarter. The Korean manufacturer accounted for 22% of shipments compared to Apple’s 20% share.
Samsung and Apple also saw year-on-year growth of 8% and 10%, respectively. Unfortunately, there’s bad news for other manufacturers in the top five as they all recorded yearly declines. Xiaomi ranked third in Q1, but saw a massive 19% decline in shipments. Meanwhile, fourth-placed OPPO was just a percentage point behind Xiaomi, but saw a 6% yearly decline. Finally, vivo was ranked fifth but saw shipments dip by 7% year-on-year.
Xiaomi’s slide in particular was blamed on the fact that over half of its shipments were sub-$200 devices. Indeed, budget phones are more exposed to skyrocketing component prices, as we’ve seen with the AI-induced RAM crisis.
However, the fastest-growing manufacturer in the top ten was HONOR. The firm was only ranked seventh but saw yearly growth of 19%. Omdia attributed this performance to growing sales in the Middle East and Africa, although the brand saw shipment declines in its home market.
In any event, I’m keen to see what the rest of the year holds for Xiaomi and OPPO in particular. In fact, I wouldn’t be surprised if OPPO passes Xiaomi for third place in the second quarter.
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