In an unprecedented turn of events, Apple has clinched the top spot in the global smartphone market share for the first quarter of 2025, according to the latest report from Counterpoint Research. This achievement is largely attributed to the success of the mid-range iPhone 16e, enabling Apple to secure a substantial 19% of the worldwide market share.
Trailing closely behind, Samsung captured the second position with an 18% market share. Although the company initially faced a slow start, its fortunes turned with the launch of the Galaxy S25 series and its popular A-series phones. The Galaxy S25 Ultra particularly drove increased sales, contributing to Samsung’s recovery.
Chinese smartphone giants Xiaomi and Vivo maintained their upward trajectory, securing the third and fourth places, respectively. Meanwhile, OPPO claimed the fifth spot, and Huawei, as China’s leading manufacturer in this quarter, also experienced global growth.
Apple’s remarkable achievement can be attributed to its strategic expansion in emerging markets, achieving double-digit growth in regions such as India, the Middle East, Southeast Asia, Africa, and Japan. This strategic approach has been instrumental in securing their leading position in the first quarter of this year.
Overall, the global smartphone market maintained its robust trajectory, witnessing a 3% year-on-year growth in Q1 2025. While developed markets experienced a decline, this was effectively counterbalanced by the rise in subsidy-driven markets like China and a rebound in regions such as Latin America, Asia-Pacific, and the Middle East and Africa.
According to Ankit Malhotra, Senior Research Analyst at Counterpoint Research, “Sales in January were particularly strong in China, driven by subsidy-induced demand growth. This momentum was sustained with major launches, including Samsung’s S25 and the iPhone 16e.”
Despite the growth observed in the first quarter of 2025, the global smartphone market faces challenges. Ongoing tariff impositions by the US government and escalating trade tensions between the US and China, the world’s two largest economies, are expected to result in a market share decline year-over-year by the end of 2025.
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