Apple Bucks Smartphone Slump With Production Surge

A new report from TrendForce claims Apple's iPhone production surged 19.7% year-over-year in the first quarter of 2026, even as the broader global smartphone market contracted 1.7% over the same period.

According to TrendForce, Apple produced approximately 60.2 million iPhone units in the first quarter, placing it second among global smartphone brands. Samsung retained the top spot with approximately 62.6 million units, a 2.3% year-over-year increase. TrendForce attributes Apple's strong output partly to the launch of the iPhone 17e, in addition to ongoing production ramp-up for the broader iPhone 17 lineup.

The figures reflect Apple's relative resilience in a market increasingly burdened by rising memory component costs. TrendForce says Apple is better positioned than most competitors to absorb those higher costs without sacrificing profitability, and suggests the company is more likely to prioritize market share growth during the current downturn as it lays the groundwork for its expanding software and services business. Apple is one of the few major smartphone brands that has not raised prices in response to the memory price surge.

The picture is considerably grimmer elsewhere. Chinese brands Oppo, Xiaomi, and Vivo ranked third through fifth globally with 29.5 million, 26 million, and 22 million units respectively, with TrendForce warning that all three face significant uncertainty around their 2026 production plans as surging memory costs weigh on profitability. Transsion, which ranked sixth at approximately 19.8 million units, is said to be particularly exposed given its heavy concentration in entry-level and budget segments where margins are already thin.

Looking ahead, TrendForce forecasts global smartphone production will decline approximately 16.2% year-over-year to 1.051 billion units across 2026. The firm warns that figure could worsen if memory prices remain elevated and brands are forced to pass costs on to consumers through repeated retail price increases.