Apple has achieved a historic milestone by securing the top spot in global smartphone sales for the first quarter of 2025, marking the first time it has led in this period. This success is attributed to the iPhone 16e’s successful launch and robust demand in emerging markets such as Japan and India. According to Counterpoint Research, Apple captured 19% of the global market share, edging past Samsung’s 18%.
Released in March 2025, the iPhone 16e has been well-received as the most affordable option in Apple’s lineup, starting at $599. It replaced the iPhone SE, appealing to budget-conscious consumers and contributing significantly to Apple’s Q1 sales.
Apple experienced double-digit growth in regions like Japan, India, Southeast Asia, and the Middle East & Africa. These markets have become increasingly important for Apple, helping offset slower sales in traditional strongholds like the U.S. and Europe.
The global smartphone market grew 3% year-over-year in Q1 2025, driven by government subsidies in China and recovery in emerging markets. However, Counterpoint Research forecasts a decline in the overall market for 2025 due to economic uncertainties and trade tensions.
Samsung followed Apple with an 18% market share, experiencing a slow start due to the delayed launch of its S25 series. Xiaomi maintained its growth trajectory, securing 14% of the market, while vivo and OPPO rounded out the top five.
By launching the iPhone 16e earlier in the year, Apple has effectively altered its traditional sales cycle, which typically peaks in Q4. This strategic move allows Apple to compete more directly with Android manufacturers during Q1.
Despite economic challenges, Apple’s strong Q1 performance sets a positive tone for the year. However, the company must navigate ongoing market uncertainties to maintain its momentum.
