Global smartphone shipments grew by 1% in Q1, reaching 298.5 million units despite the memory chip crisis. This unexpected uptick resulted from vendor front-loading, where smartphone companies strategically pushed inventory volumes before anticipated component cost increases.

Samsung reclaimed the top position with 65.4 million shipments (8% YoY) and 22% market share, driven by strong Galaxy S26 demand and new A-series models. Apple followed with 60.4 million shipments (10% YoY) and 20% market share, with iPhone 17 series exceeding expectations, particularly the Pro models in China showing 42% increased demand.

Xiaomi faced challenges with 33.8 million shipments but experienced the largest annual drop (-19%) among top five vendors. Oppo and vivo held fourth and fifth positions respectively. Analysts warn of turbulent times ahead as elevated channel inventory and weak consumer demand will shape the market in the coming months.