In the first quarter of 2025, Apple took the lead in global smartphone sales for the first time ever.
According to data from Counterpoint Research, the company had a 19% market share, driven by the successful launch of the iPhone 16e. This model, replacing the iPhone SE, starts at $599 and has aligned particularly well in markets like Japan and India.
However, while global sales for the smartphone industry grew by 3% year-over-year in Q1, there are signs that the market could face a decline for the rest of the year.
This is largely due to economic instability and shifting trade policies, particularly those linked to tariffs imposed by the United States. “As per our current estimates, the tariff announcement did not lead to a major demand increase because of the uncertainty around tariffs and policy. Since tariffs were announced in April, it did not impact iPhone demand in Q1 2025,” said Ankit Malhotra, senior research analyst at Counterpoint.
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Despite these economic issues, other companies in the smartphone market are holding their ground. Samsung, with its 18% market share, followed closely behind Apple, thanks to the launch of its new S25 series and refreshed A-series devices in March.
Xiaomi also performed well, capturing 14% of the market as it continued to expand into new regions, particularly in China, and strengthened its brand presence with its move into the electric vehicle sector.
While Apple saw relatively flat or declining sales in traditional markets like the U.S., Europe, and China, it grew across emerging regions. The Middle East, Africa, and Southeast Asia were all marked by double-digit growth, contributing to Apple’s global success.
Again, the global smartphone market faces a tricky year ahead. Counterpoint Research has adjusted its forecast, now predicting a slight decline in the overall market, driven by economic uncertainties and fluctuating tariff policies.
Emerging technologies, including generative AI and foldable devices, are expected to continue to gain traction. However, manufacturers will need to remain vigilant, closely monitoring demand and adjusting their strategies to avoid overproduction.
