Apple Leads Global Smartphone Market in Q1 2025 with Strong iPhone 16e Sales

The global smartphone market grew 3% year-over-year in the first quarter of 2025, according to new data from Counterpoint Research. Apple came out on top during the quarter, fueled by the successful launch of the iPhone 16e and strong sales in non-core markets like Japan, India, and Southeast Asia.

Apple claimed a 19% share of the global market, edging out Samsung, which took second place with 18%. While Apple faced challenges in key regions like the U.S., Europe, and China—where sales remained flat or declined—it more than made up for it with double-digit growth in emerging markets.

The launch of the iPhone 16e in what’s typically a quiet quarter helped Apple maintain momentum. Its performance in countries such as Japan and India, along with continued growth in the Middle East and Africa, pushed the company into the top spot despite a slower start in more mature markets.

Samsung, meanwhile, experienced a delayed push due to the late arrival of its S25 series. However, sales surged in March following the debut of the Galaxy S25 and refreshed A-series lineup. The company also saw an increase in the share of “Ultra” models within the S25 series, suggesting consumer interest in premium-tier devices remains strong.

According to Counterpoint’s Senior Research Analyst Ankit Malhotra, the global market showed mixed signals to start the year. “Emerging markets continued to improve economically,” he noted, “but North America, Europe, and China showed signs of slowing after rebounding in 2024.” Sales in January were boosted by subsidies in China, and major launches from Apple and Samsung added momentum. But by the end of the quarter, concerns about trade tensions and economic uncertainty began to weigh on consumer demand.

Other Brands on the Move

Xiaomi continued its rise, finishing third in global market share. The brand gained traction through expansion and an image boost tied to its electric vehicle venture in China. In fourth place was vivo, the fastest-growing brand among the top five, thanks to its strong showing in China and continued growth in emerging markets. OPPO rounded out the top five, finding success in India, Latin America, and parts of Europe.

Outside the top five, brands like HONOR and Motorola recorded impressive growth across various markets. Huawei, despite ongoing challenges, managed to lead the Chinese market in Q1, showing that competition remains fierce.

While the smartphone industry has started 2025 on a positive note, analysts caution that ongoing global tensions and rising trade barriers may temper demand for the remainder of the year. Counterpoint currently forecasts a potential year-over-year decline, even with the strong start to Q1.

Still, Apple’s Q1 performance underscores its ability to navigate shifting market conditions and tap into new growth opportunities, especially with well-timed product launches in high-growth regions.