The global smartphone market may be growing only slowly, but Samsung is still holding the top spot with unusual strength. New Omdia data shows the company shipped 65.4 million smartphones, up about 8% from the same period a year earlier.
That performance stands out because the industry has not fully recovered. While many rivals are still fighting for momentum, Samsung has leaned on a broad product portfolio to keep shipment levels healthy across several price bands.
A broad portfolio is doing the heavy lifting
Samsung’s strength is not coming from one product line alone. The Galaxy S26 flagship series, especially the Ultra variant, is drawing strong demand at the premium end of the market.
At the same time, the Galaxy A family continues to provide major volume in the midrange segment. That mix allows Samsung to stay competitive with both high-end buyers and consumers looking for more affordable options.
The company’s lineup stretches from entry-level devices to foldables. That reach gives Samsung a wider safety net when demand shifts from one segment to another.
Regional strength is also helping
Samsung’s position is especially visible in Southeast Asia. Across 2025, the company held about 18% market share in the region with total shipments of 17.9 million units.
That result confirms Samsung’s ability to read demand in important developing markets. Strong distribution and a wide range of models appear to be central to that advantage.
The company’s approach also helps it remain steady when demand is uneven. Instead of relying on one category to carry the business, Samsung spreads its strength across multiple segments.
Apple keeps pressure on the premium market
Samsung may lead in total shipments, but Apple remains a serious challenger at the high end. Omdia said iPhone shipments reached 60.4 million units, with market share at around 20%, up from 19% a year earlier.
That means the premium market is still tightly contested. Samsung has the volume lead overall, while Apple continues to benefit from a strong user base and a powerful reputation in expensive smartphone segments.
For both companies, even small gains in premium devices can have a major effect on the global competitive landscape. That is why the high-end segment remains one of the most important battlegrounds in the smartphone industry.
Chinese brands are still active, but momentum has weakened
Pressure is also coming from major Chinese vendors such as Xiaomi, OPPO, and Vivo. All three remain aggressive in expanding their presence, especially in developing markets, but each recorded year-on-year shipment declines.
Xiaomi shipped 33.8 million units for an 11% market share, down as much as 19% year on year. OPPO reached 30.7 million units with 10% share, while Vivo followed with 21.3 million units and 7% share.
Those figures show that competition remains wide, but not every major player is maintaining momentum. Samsung, by contrast, has managed to preserve stability more effectively.
The market backdrop remains difficult
Omdia also pointed to the fact that global smartphone growth is still very limited. In the first quarter of 2026, the industry expanded by only about 1%, while cost pressure from components such as memory chips continued to hang over the market.
That environment makes Samsung’s result look even stronger. With flagship strength, midrange volume, and a broad product lineup working together, the company has managed to stay at the top while many rivals continue to face a slow-moving market.
