Apple Is Taking Nearly Half Of Global Smartphone Revenue, And That Matters For SEA Buyers
Apple isn’t just selling a lot of iPhones right now. It is pulling in a monster share of the money too.
According to Counterpoint Research data cited by Wccftech, Apple took 48% of global smartphone revenue in Q1 2026. That is almost half the entire market’s revenue going to one company, which is wild when you remember how many Android brands are fighting across every price tier.
The overall smartphone market still had a strong money quarter, reaching $117 billion in revenue. That happened even though shipments were down, partly because of the DRAM crisis affecting supply. The key reason revenue stayed healthy: people are still buying premium phones, and the average selling price across the market climbed 12% compared with Q1 2025.
Apple was the biggest winner from that premium shift. Counterpoint’s numbers put the iPhone average selling price at $908, with Apple also hitting a record 21% share of global shipments for the quarter. Demand for the base iPhone 17 and the iPhone 17 Pro Max reportedly pushed Apple’s own ASP up 11% year-on-year.
For Malaysian and SEA buyers, this explains a lot of what we’re already feeling at retail. The high-end phone market is no longer just about specs; it is about financing, trade-ins, telco bundles, and whether you can tahan another year before upgrading. In Malaysia, where premium iPhones can easily sit in the RM4,000 to RM7,000-plus conversation depending on model and storage, Apple’s ability to keep demand strong says the ecosystem pull is still very real.
Counterpoint also highlighted Apple’s performance in Asia-Pacific, helped by subsidies, promotions, and trade-in offers. That is super relevant for our region because SEA shoppers are very promo-sensitive. A good telco plan, 0% instalment deal, or trade-in bonus can turn an “I’ll wait first lah” upgrade into a day-one purchase.
Samsung is still in the fight, but the gap is huge on revenue. The report says Samsung ranked second with 18% of global smartphone revenue, an ASP of $399, and 21% shipment share. So while Samsung matched Apple’s shipment share, Apple made far more money per device. That is the premium iPhone effect in full force.
Xiaomi had a rougher quarter among the top five brands. Its shipments reportedly dropped 19% year-on-year, while revenue fell 18%. That matters in SEA because Xiaomi has long been one of the value kings for gamers and budget-conscious buyers. If memory costs and market pressure squeeze the lower and mid-range segments, we could see fewer crazy-value phones or less aggressive pricing later.
The bigger warning sign is DRAM. The memory shortage is already affecting shipments, and Wccftech notes that Apple CEO Tim Cook has hinted the company’s DRAM stockpile is starting to shrink. If pressure continues into the iPhone 18 cycle, buyers may need to prepare for possible price increases.
For mobile gamers, content creators, and everyday power users in Malaysia, the takeaway is simple: premium phones are getting stronger as a business, not cheaper. If you were planning an iPhone upgrade, the next few months may be worth watching closely — especially trade-in promos and telco deals. Apple is winning the revenue game hard right now, and when one brand controls this much of the money, the whole smartphone market feels it.
Source: Wccftech Gaming
