Apple Takes Global Smartphone Lead in Q1 2025 with iPhone 16e Launch [Chart]

The global smartphone market grew 3% year-over-year in Q1 2025, with Apple claiming the top spot, driven by the iPhone 16e launch, according to a new report from Counterpoint Research. Apple saw strong sales growth in markets like Japan and India, propelling it to a 19% share of the market.

Helped by the iPhone 16e launch in a non-traditional quarter and continued growth and expansion in its non-core markets, Apple took the #1 spot in Q1 2025, despite the challenges faced in its biggest markets. While sales in the US, Europe and China were either flat or declining, Apple recorded double-digit growth in Japan, India, Middle East and Africa, and Southeast Asia. Samsung followed Apple with 18% market share. While it had a slow start due to the late launch of the S25 series, its sales showed a resurgence after the launch of the flagship S25 and new A-series devices. Samsung's sales grew by double-digits in March. The share of "Ultra" in the S25 series sales showed an increase.

"The market got off to a mixed start in 2025, where Q1 saw continued improvement in economic conditions, particularly in emerging markets," said Senior Research Analyst Ankit Malhotra. "But mature markets like North America, Europe and China showed signs of fatigue after a recovery in 2024. Sales in January were particularly strong, with a subsidy-led demand boost in China. The momentum continued with major launches like Samsung's S25 and iPhone 16e, but it turned quickly as economic uncertainties and trade war risks started mounting, especially towards the end of the quarter. We continue to analyze changes in policies and are currently projecting the market to decline YoY in 2025, despite growth in Q1."


Xiaomi maintained its strong momentum to secure the third spot, gaining share through market expansion and a boost from its successful electric vehicle venture enhancing its brand presence in China. Following Xiaomi was vivo, the fastest-growing brand within the top five, taking fourth place thanks largely to its strong position in the buoyant China market and gains in emerging markets. OPPO rounded out the top five, showing sales growth in regions like India, Latin America, and Europe.

Beyond the top five, several other brands are making notable gains. HONOR and Motorola demonstrated high growth across multiple markets, while Huawei achieved the top OEM spot in China for the quarter, providing tough competition globally. Counterpoint notes that while the market showed steady growth following a decline in 2023, rising economic uncertainties and trade risks could lead consumers to postpone purchases moving forward.