The global smartphone market fell more than 4% year-on-year in Q1, ending 2.5 years of consecutive growth, according to a market intelligence report. This is expected to worsen as the memory shortage increases. However, Apple's strategy of leaving prices unchanged is reportedly working. The report suggests that both Apple and Samsung have more margin to play with in their premium devices than other major brands, which have been able to increase their prices. However this has not been successful as Samsung has recently raised its prices.