According to the latest data from Counterpoint Research, Apple has claimed the top position in worldwide smartphone sales for the first quarter of 2025, surpassing long-standing leader Samsung.
Apple’s market share reached 19% during this period, driven by the successful launch of the iPhone 16e and robust performance in emerging markets such as India and Japan. Priced competitively, the device appealed to consumers, contributing to Apple’s growth in regions where it previously held a smaller footprint.
While Apple experienced significant gains, Samsung’s market share declined to 18%, attributed in part to a delayed release of its Galaxy S25 series. Despite a resurgence in sales following the launch, the initial lag allowed Apple to capture the lead.
Overall, the global smartphone market experienced a modest 3% year-over-year growth in Q1 2025. This increase was primarily fueled by government subsidies in China and a recovering demand in emerging markets across Latin America, Asia-Pacific, and the Middle East and Africa.
However, the outlook for the remainder of 2025 remains uncertain. Analysts from Counterpoint Research anticipate a potential decline in smartphone sales due to escalating economic challenges, including trade tensions and inflationary pressures. The introduction of new tariffs by the U.S. government has further complicated the market dynamics, potentially affecting consumer spending and supply chain stability.
“The market got off to a mixed start in 2025, where Q1 saw continued improvement in economic conditions, particularly in emerging markets. But mature markets like North America, Europe, and China showed signs of fatigue after a recovery in 2024,” said Ankit Malhotra, Senior Research Analyst at Counterpoint.
In addition to Apple and Samsung, Chinese manufacturers Xiaomi, Vivo, and Oppo maintained strong positions in the global market. These companies continue to leverage competitive pricingto solidify their presence, particularly in developing regions.
