Apple grabbed the top spot in worldwide smartphone sales during the first three months of 2025, according to Counterpoint Research. The company claimed 19 percent of the global market for the first time in a first quarter. Analysts believe the new iPhone 16e played a major role in this achievement. Apple Intelligence features introduced last year also helped boost sales.
The launch of the iPhone 16e particularly helped Apple succeed in developing markets despite economic challenges. Released last month, the $599 device offers similar software features as more expensive Pro models. It replaces the SE line as an affordable entry point to Apple Intelligence features.
Samsung fell to second place with an 18 percent market share, down from 21 percent in early 2023. The company started slowly this year, likely because of delays with its Galaxy S25 lineup, but improved its performance through March. Xiaomi secured third place with 14 percent, up from 13 percent a year earlier.
Chinese brands Vivo and Oppo rounded out the top five positions. Both companies benefited from strong domestic demand and expansion into emerging markets. The overall smartphone market grew 3 percent in the first quarter, but Counterpoint expects a slight decline for the rest of the year.
New US tariffs on imports from China, India, Vietnam, and other countries might increase smartphone prices. This could reduce consumer demand and hurt global sales. The market currently shows resistance to higher prices.
The launch of the iPhone 16e particularly helped Apple succeed in developing markets despite economic challenges. Released last month, the $599 device offers similar software features as more expensive Pro models. It replaces the SE line as an affordable entry point to Apple Intelligence features.
Samsung fell to second place with an 18 percent market share, down from 21 percent in early 2023. The company started slowly this year, likely because of delays with its Galaxy S25 lineup, but improved its performance through March. Xiaomi secured third place with 14 percent, up from 13 percent a year earlier.
Chinese brands Vivo and Oppo rounded out the top five positions. Both companies benefited from strong domestic demand and expansion into emerging markets. The overall smartphone market grew 3 percent in the first quarter, but Counterpoint expects a slight decline for the rest of the year.
New US tariffs on imports from China, India, Vietnam, and other countries might increase smartphone prices. This could reduce consumer demand and hurt global sales. The market currently shows resistance to higher prices.
