Apple claims top spot in global smartphone market in Q1 2025

Apple secured the number one position in the global smartphone market during Q1 2025, marking the first time the company has led the market during a first quarter. According to Counterpoint Research’s Market Pulse Early Look report, Apple captured 19% market share, edging out Samsung‘s 18%.
The iPhone maker’s achievement comes amid modest overall market growth of 3% year-over-year, driven primarily by emerging markets and government subsidies in China. This growth occurred despite economic uncertainty and increasing trade tensions which analysts predict will lead to market contraction later in 2025.
Apple’s rise to the top was fueled by the unconventional timing of its iPhone 16e launch and strong performance in markets outside its traditional strongholds. While sales remained flat in the US, Europe, and China, Apple experienced double-digit growth in Japan, India, Middle East, Africa, and Southeast Asia.
“The market got off to a mixed start in 2025,” said Senior Research Analyst Ankit Malhotra. “Q1 saw continued improvement in economic conditions, particularly in emerging markets. But mature markets like North America, Europe and China showed signs of fatigue after a recovery in 2024.”

Samsung, Xiaomi at 2nd and 3rd position in global market

Samsung held the second position with 18% market share. Despite a slow start due to the delayed launch of its S25 series, the Korean manufacturer experienced double-digit growth in March. Xiaomi secured third place, benefiting from expansion into new markets and significant growth in China where its electric vehicle venture has enhanced its premium brand image.
Vivo and OPPO rounded out the top five, with vivo climbing one position to fourth place. Outside the top five, HONOR, Huawei, and Motorola showed significant growth across multiple markets, with Huawei leading in China during Q1.