Apple has emerged as the leader in smartphone sales for the first quarter of 2025, marking the first time the company has held the top spot in Q1. According to a report from Counterpoint Research, Apple captured 19% of the global smartphone market share, surpassing Samsung's 18%. This achievement is particularly noteworthy considering the modest overall market growth of 3% year-over-year.
Several factors contributed to Apple's success. The launch of the iPhone 16e, a more affordable model, played a significant role in driving sales, particularly in emerging markets. Apple also experienced strong growth in markets like Japan and India. While sales remained relatively flat in the United States, Europe, and China, the company saw double-digit growth in other regions, including the Middle East and Africa, and Southeast Asia.
The global smartphone market saw a modest 3% year-over-year growth in Q1 2025, driven by emerging markets and government subsidies in China. However, analysts predict a potential market contraction later in the year due to economic uncertainty and increasing trade tensions. Despite this, the launch of flagship phones such as the Samsung Galaxy S25 and Apple iPhone 16e significantly boosted the market in Q1.
While Apple is in the lead, Samsung is close behind with 18% of the market share. Despite a slow start due to the delayed launch of the S25 series, the Korean manufacturer experienced double-digit growth in March. Xiaomi secured third place, benefiting from expansion into new markets and significant growth in China, where its electric vehicle venture has enhanced its premium brand image. Vivo and OPPO rounded out the top five, with vivo climbing one position to fourth place. Outside the top five, HONOR, Huawei, and Motorola showed significant growth across multiple markets, with Huawei leading in China during Q1.
The International Data Corporation (IDC) also released preliminary data indicating that global smartphone shipments increased by 1.5% year-over-year in Q1 2025, reaching 304.9 million units. This growth is attributed to manufacturers strategically increasing production in anticipation of potential US tariffs on Chinese imports.
The US smartphone market experienced growth of over 5% during the first quarter, despite challenges from tariffs and trade wars. Consumer interest in new models from top manufacturers, along with a sense of urgency to buy before potential price increases, fueled this growth.
Looking ahead, the smartphone market faces several challenges, including economic uncertainty, trade tensions, and tariff volatility. Counterpoint Research has revised its full-year forecast and now expects a slight decline in the market for 2025. However, the increasing penetration of smartphones, particularly in emerging markets, and the ongoing innovation in smartphone technology are expected to drive long-term growth.
