The smartphone industry is heading into what looks like its worst month since the early days of the pandemic. But as usual, Apple is playing by its own rules.
Counterpoint Research expects global smartphone sales to drop 10% year-over-year in April 2026 — the weakest monthly performance since May 2020. And the pain isn't just a one-month blip. The firm projects full-year 2026 shipments will fall roughly 14% to their lowest level since 2013, even as average selling prices climb about 14%.
Higher prices and weaker consumer demand are squeezing most major brands. But Apple (AAPL) is the exception among the top five, according to Counterpoint, supported by strong demand for the iPhone 17 series and early positive traction for the iPhone 17e.
Samsung's S26 Shines, But A-Series Drags It Down
Samsung's Galaxy S26 series is actually doing pretty well. Counterpoint said the S26 lineup is tracking 13% above the S25 during its first six weeks, and the overall S-series launch period saw sales rise 2.5% year-over-year. In key markets like the U.S. and Korea, the S26 is outperforming its predecessor.
But that strength isn't enough to offset weakness elsewhere. Counterpoint expects Samsung's global smartphone sales to decline 3% year-over-year in April, as higher prices and reduced promotional activity hurt demand for its A-series devices in India, Latin America, and Eastern Europe.
Apple Bucks the Trend
Apple is the only top-five brand Counterpoint expects to post year-over-year growth in April. The iPhone 17 series is driving demand, and the iPhone 17e is also gaining early traction. Apple continues to gain momentum in Korea, India, Latin America, and the Middle East & Africa through aggressive promotions, geographic expansion, and resilient premium smartphone demand.
Huawei and HONOR Hold Their Ground
Huawei remains the fastest-growing top-10 smartphone brand globally and is the only major Chinese OEM expected to grow year-over-year in April, according to Counterpoint. The firm attributed Huawei's performance to strong demand for its low-end Enjoy 90 series and its decision not to raise prices.
HONOR is also expected to deliver expansion-driven growth and rank among the few Android brands posting gains during the month.
Xiaomi, realme, Transsion, vivo, and OPPO Feel the Squeeze
Not everyone is so lucky. Counterpoint expects Xiaomi, realme, and Transsion to post steep sales declines as supply tightens and device availability weakens across expansion markets. vivo and OPPO are also facing declines, as both companies have reduced operations in several regions. The common thread: higher smartphone prices and reduced discounting are weighing on demand across struggling brands.
AAPL Price Action: Apple shares were down 0.22% at $301.60 during premarket trading on Thursday. The stock is trading near its 52-week high of $303.20.
