When RAM prices are rising and brands are struggling to maintain their growth momentum, Apple has proved why it stands out in the market. As per the latest report by Counterpoint Research, Apple has claimed the first position in the market for the first time in a first quarter. The report cited strong demand for the iPhone 17 as the key driver behind the company’s growth. The report states that Apple’s global smartphone shipments grew by 5 percent year-over-year in the first quarter of this year, while some vendors saw their shipments decline by 19 percent during the same period.
Apple captured a 21 percent market share during this time. The report notes that while other brands faced challenges due to rising memory prices, Apple remained insulated due to its ultra-premium positioning and highly integrated supply chain. There were other reasons for Apple’s growth, including aggressive trade-in programs and strong ecosystem stickiness. The company also saw strong growth outside its home market in the Asia-Pacific region, including countries such as China, India, and Japan.
Performance of other brands
Apart from Apple, other non-Chinese brands such as Google and Nothing saw the highest year-over-year growth at 14 percent and 25 percent, respectively. However, their volumes remain small and they are outside the top five rankings. The second position in the list was occupied by Samsung with a 20 percent market share, followed by Xiaomi in third place with 12 percent. Samsung and Xiaomi saw their market shares decline by 6 percent and 19 percent, respectively.
Oppo and Vivo held the fourth and fifth positions with 11 percent and 8 percent market share, respectively. Their market shares declined by 4 percent and 2 percent.
Industry faces memory price pressure
The industry is currently going through turmoil due to increased demand for DRAM and NAND memory for AI servers. As a result, RAM prices have increased, forcing many companies to raise the prices of their devices.
Meanwhile, Apple is not expected to ship the iPhone 18 in 2026. Instead, reports suggest that the company plans to launch the iPhone 18 Pro, iPhone 18 Pro Max, and a foldable iPhone in September, while delaying the standard iPhone 18 until spring 2027, when it will launch alongside the iPhone 18e.
A Weibo leaker known as Fixed Focus Digital suggests that the standard iPhone 18 will not see major changes to its exterior design, apart from minor tweaks to its dimensions.
