Apple iPhones Defy US Market Downturn in Q1 2026
Sales of Apple iPhones in the United States increased by 1.3% year-over-year in the first quarter of 2026, according to a report from Counterpoint Research. This growth occurred during a period in which the overall US smartphone market contracted by 5.7% compared to the same quarter in 2025.
Market Share and Carrier Sales
Counterpoint’s data indicates that Apple’s share of the US smartphone market rose during Q1 2026, while the market share for Android devices fell by over 14%.
Among the three largest US wireless carriers—Verizon, AT&T, and T-Mobile—iPhones accounted for 75% of all phone sales in Q1 2026, an increase from 72% in Q1 2025.
Apple captured 75% of sales at the top three carriers, up from 72% a year ago.
Competitive Dynamics and the Premium Segment
The US premium smartphone market is described in the report as highly consolidated, with Apple, Google, Samsung, and Motorola comprising the majority of sales.
A Counterpoint analyst stated that a delayed flagship launch from one brand can create an opportunity for competitors. The report notes that Samsung’s Galaxy S26 series launched later than its predecessor. The analyst commented that Apple filled the resulting market vacuum.
The report also notes that while Samsung reduced its promotional and marketing spending during the quarter, Apple, Motorola, and Google Pixel increased theirs.
No specific sales figures for Google Pixel were provided in the Counterpoint report, though it describes Pixel as one of the brands succeeding in the premium space.
Chipset Market and In-House Development
A separate forecast from another report projects that the global smartphone chipset market will contract by approximately 7% in 2026 compared to 2025. This contraction is attributed to rising memory prices, which are expected to particularly impact the sub-$150 smartphone segment.
Brands investing in proprietary chip development are positioned to better navigate the anticipated market challenges.
The same analysis indicates that brands investing in proprietary chip development, including Google, Samsung, Huawei, and Xiaomi, are positioned to better navigate the anticipated market challenges. Vendors with significant exposure to 4G and entry-level 5G smartphones are expected to face the most pressure.
According to that report, although Google's Tensor chip has not significantly influenced overall smartphone SoC shipment numbers in recent or immediately projected figures, its integration into a premium-focused product portfolio aligns with current market trends. The analysis anticipates that Google’s smartphone business may experience less impact from the market downturn compared to other brands.
A separate report also noted that Google’s chipset shipments increased, while shipments from Qualcomm and MediaTek declined.
Prepaid Market
In the US prepaid and national retail segment, Motorola captured 32% of sales in Q1 2026, slightly behind Samsung at 33%. The report attributes this to the marketing power of Motorola and Samsung, and to other brands either delaying new models or exiting the market.