The smartphone arena witnessed a shift in the first quarter of 2025, with Samsung reportedly overtaking Apple to claim the top position in global smartphone market share. Several market research firms have presented varying data, but a consensus points towards Samsung's strong performance, fueled by its latest Galaxy S25 series and the competitively priced Galaxy A series. This resurgence highlights the intensifying competition and evolving dynamics within the global smartphone market.
According to Canalys, Samsung secured a 20% market share with 60.5 million units shipped, marking a modest 1% annual growth. In contrast, Apple held 19% of the market with 55 million units shipped, showcasing a notable 13% year-over-year increase. IDC also placed Samsung in the lead, reporting 60.6 million units shipped compared to Apple's 57.9 million. However, Counterpoint Research presented a different perspective, indicating Apple as the leader with 19% market share, followed by Samsung with 18%. These discrepancies underscore the challenges in accurately assessing market share due to varying evaluation methodologies among research firms. Despite the conflicting reports, the overall smartphone market experienced a slight growth of 0.2% in Q1 2025, with total shipments reaching 296.9 million units. This marginal increase suggests a cautious approach from vendors, prioritizing inventory management amid shifting market conditions.
A key factor contributing to Samsung's success is the integration of advanced AI features in its latest smartphones. The Galaxy S25 series, in particular, has been lauded for its AI capabilities, positioning it as a true AI companion. These features, collectively known as Galaxy AI, leverage both on-device and cloud-based AI technologies to enhance user experience across various applications. The Galaxy AI suite includes real-time translation, AI-powered photo editing, and generative search tools. Samsung is also planning to integrate Google's Gemini and Perplexity AI into its Galaxy system. One UI 7 makes the S25 models AI companions rather than simple smartphones, helping provide more personalized AI experiences in daily life. The new smartphones can give context-aware suggestions and responses as you navigate your device, like recommending that you create a GIF from a video you've selected with AI Select.
One notable AI feature is the Personal Data Engine, which securely analyzes user data on-device to deliver tailored experiences. This enables personalized features such as natural language search in the gallery and proactive suggestions through Now Brief, accessible via Now Bar on the lock screen. Samsung emphasizes data privacy and security, utilizing Knox Vault to protect personalized data. Moreover, the Galaxy S25 series integrates Google Gemini, allowing users to activate the AI assistant by pressing and holding the power button.
While AI features have garnered attention, a recent survey indicates that only a small percentage of consumers upgrade their phones specifically for AI capabilities. The majority prioritize factors such as price, battery life, storage, and camera quality. Additionally, concerns exist regarding the potential costs associated with accessing AI features, as Samsung has stated that Galaxy AI features will be provided for free until the end of 2025, with potential charges thereafter. Half of the people surveyed say they're not willing to pay extra money to access AI features on their phone, indicating a potential challenge for mobile companies looking to monetize AI.
Despite consumer reservations, the integration of AI in smartphones is expected to continue, with companies like Samsung and Google investing heavily in developing innovative AI solutions. As the technology evolves, AI-powered features may become more compelling and integrated into daily use, potentially influencing future smartphone purchasing decisions. For now, Samsung seems to be leveraging AI effectively, contributing to its strong performance in the global smartphone market and its ability to surpass Apple in Q1 2025. The South Korean tech giant captured 20% share of global smartphone shipments during the three months to March, edging out Apple's 19%.
