Omdia: Global Smartphone Market Edges up 1% in 1Q26, Beating Expectations Despite Growing Supply Chain Bottlenecks and Cost Pressures
Global smartphone market grew 1% in 1Q26 as cost pressures build and demand outlook weakens.
Worldwide smartphone shipment market share, top vendors, 1Q23 to 1Q26
“Vendors have little choice but to raise prices as cost pressures intensify”, said Sanyam Chaurasia, Principal Analyst at Omdia. “While price increases are happening across the industry, the impact is not uniform. Vendors with greater exposure to entry and mid-tier segments, such as Xiaomi and TRANSSION, are more exposed due to thinner margins and limited pricing power. In contrast, Apple has largely held pricing, while Samsung is taking a more market-selective approach. Beyond headline price increases, vendors are also managing margins through configuration changes, reduced promotions and tighter channel pricing. This is creating a more complex pricing environment, with financing and trade-ins playing a bigger role in supporting demand.”
“The worst is still ahead as cost-driven headwinds weigh on the smartphone value chain,” commented Runar Bjorhovde, Principal Analyst at Omdia. “In the near term, higher pricing is creating a demand shock, with consumers delaying purchases, before gradually adapting as pricing stabilises. At the same time, uncertainty around pricing and availability is prompting some channel partners to increase inventory, temporarily supporting shipments. However, this will delay rather than offset the impact for vendors, with pressure expected to intensify as the year progresses. Vendors will need to focus on margin protection, tighter portfolios and higher-value opportunities while strengthening brand and channel execution. Omdia expects the global smartphone market to be increasingly skewed to the downside in 2026, with shipments likely to decline by around 15% amid escalating costs and macro volatility.”
(To view the table, please visit https://www.businesswire.com/news/home/20260410364909/en/)
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This news is a press release provided by Omdia.
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