Apple vs Samsung vs the Rest: Who's Winning the Phone War

Samsung retook the global No.1 spot in Q1 2026 (~65M units) on Galaxy S26 Ultra demand

Apple grew fastest among the top players, lifted by a ~30% iPhone surge in China

In India the order flips: vivo leads, Samsung is No.2 and Apple sits fifth

Xiaomi shipments fell ~19% as cheap phones got squeezed by rising memory costs

Value flagships like the OnePlus 15 now match ₹1.4-lakh phones on core specs

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