Overview
- Omdia counted 298.5 million phones shipped in the quarter, a slight year-over-year increase driven by a supply push rather than stronger buying by consumers.
- Samsung led with 65.4 million units and about 22% share, lifted by Galaxy S26 demand and fresh A-series models.
- Apple shipped 60.4 million iPhones, up 10% from last year, as the iPhone 17 line sold well, including a sharp pickup in China and strong 17e launches in Europe and Japan.
- Among other brands, Xiaomi fell 19% to 33.8 million, OPPO slipped to 30.7 million and vivo to 21.3 million, while HONOR bucked the slide with 19% growth to 19.2 million on strength in the Middle East and Africa.
- Omdia warns that excess stock will need clearing in Q2 and that the second half faces downside risk as brands curb shipments to protect margins and pass more costs into entry-level phone prices.