In a surprising shift for the smartphone industry, Apple outpaced Samsung in global sales for the first quarter of 2025—a feat that hasn’t happened in this period before. According to data from Counterpoint Research, Apple claimed a 19% market share between January and March 2025, edging past Samsung’s 18%.
While Apple typically leads during the holiday quarter and Samsung retakes the crown early each year, this latest result breaks that longstanding pattern. A key factor behind Apple’s early-year success appears to be the iPhone 16e, a more affordable model in the company’s 2024 lineup, which gained traction in several price-sensitive markets.
Though the iPhone 16e has drawn attention, it wasn’t solely responsible for Apple’s overall performance. The broader iPhone 16 series—including the 16, 16 Plus, 16 Pro, and 16 Pro Max—also contributed to the strong numbers. Conversely, Samsung’s Galaxy S25 lineup, including the S25, S25 Plus, and S25 Ultra, appears to have underperformed relative to expectations.
Apple’s growth wasn’t uniform across all regions. While sales were flat or slightly down in established markets like the US, Europe, and China, the company saw notable gains in Japan, India, the Middle East and Africa, and Southeast Asia. These are areas where cost-conscious consumers often favor mid-range Android phones—categories typically dominated by Samsung’s Galaxy A series.
This shift in performance may have been partially influenced by Samsung’s timing, as its newest mid-range Galaxy A models were not widely available in Q1 2025. That opened the door for the iPhone 16e to attract buyers looking for budget-friendly smartphones.
Meanwhile, other smartphone makers also posted strong results. Xiaomi climbed to third place with a 14% share, up from 13% last year, and Vivo moved ahead of Oppo thanks to a 6% increase in shipments. Brands in the “Others” category—such as Huawei, Honor, and Motorola—also saw combined growth of 6%, signaling a broader competitive shake-up.
Huawei maintained its dominance in China, while Honor and Motorola expanded across multiple international markets. Motorola’s continued growth, particularly in the US and parts of Europe, suggests the brand is gradually becoming a more serious competitor in a market long dominated by Apple and Samsung.
The global smartphone market overall saw a modest 3% year-on-year growth in Q1 2025. However, analysts warn that economic uncertainty—including potential impacts from new trade tariffs—could lead to declining numbers later in the year.
Read the full report here.
