**Q1 2026 Global Smartphone Market**
* Apple = 21% (up 5% YoY)
* Samsung = 20% (down 6% YoY)
* Xiaomi = 12% (down 19% YoY)
* Oppo = 11% (down 4% YoY)
* Vivo = 8% (down 2% YoY)
* Others = 28% (down 10% YoY) [*Exceptions: Google up 14% YoY and Nothing up 25% YoY*]
"Apple remains the most insulated brand against the memory crisis due to its ultra-premium positioning and highly integrated supply chain."
https://counterpointresearch.com/en/insights/global-smartphone-shipments-q1-2026
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**Apple's iPhone Supply Chain**
* TSMC is the sole foundry for logic chips.
* Samsung, SK Hynix and Micron primarily supply the DRAM and NAND memory. NAND is also supplied by Kioxia and Sandisk.
* Qualcomm primarily supplies 5G modems for iPhones. Apple has started transitioning to in-house modems.
* Samsung, LG and BOE supply OLED displays.
* Corning supplies the ceramic shield cover glass.
* Sony supplies the CMOS image sensor and LG Innotek does the module assembly.
* Foxconn, Tata and Luxshare do the overall assembly.
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Positions: Long AAPL, TSM and MU, and GOOGL. NFA