In the first quarter of 2026, the balance shifted in Apple's favor. The company alone captured almost half of global revenues. The increasing average iPhone price and strong demand widened the gap with competitors.
Apple surpassed all its competitors in the smartphone market with data from the first quarter of 2026. According to the shared data, the company alone captured 48% of global smartphone revenues, significantly outpacing its rivals. During a period when total market revenue reached $117 billion, Apple's average selling price (ASP) rose to $908.
Clear Leader in the Premium Segment
Behind this increase recorded by Apple is the strong demand for its iPhone 17 and iPhone 17 Pro Max models. While the company's shipment share remained at 21%, it significantly differentiated itself on the revenue side. The main reason for this is the company's strong position in the premium segment and users' preference for more expensive models.
Samsung, on the other hand, ranked second with an 18% revenue share, while its average selling price remained at $399. Despite being at a similar level to Apple in terms of shipments, a significant revenue gap emerged. Xiaomi was one of the manufacturers experiencing the sharpest decline. The company's shipments decreased by 19% year-on-year, and its revenue also saw an 18% drop.
One of the most critical changes in the market is the increasing demand for premium devices. The 12% year-on-year rise in average selling prices indicates that users are opting for more expensive models. Another notable advantage for the company is its ability to largely maintain its prices despite cost pressures. While many manufacturers were forced to increase prices due to the DRAM crisis, Apple's more controlled management of this process provides a competitive advantage.
Price Increase May Be Imminent
On the other hand, the memory crisis has also started to affect Apple. Tim Cook states that the company's DRAM stocks are beginning to dwindle. This situation could bring up the possibility of price increases for new iPhone models expected to be introduced in the upcoming period.
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