The U.S. tech giant captured 19% of the global market, edging past Samsung’s 18%, despite flat or declining sales in core regions such as the U.S., Europe and China, according to global research firm Counterpoint Research.
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An attendee holds two iPhones 16 as Apple holds an event at the Steve Jobs Theater on its campus in Cupertino, California, U.S. Sept. 9, 2024. Photo by Reuters |
Double-digit growth in Japan, India, Southeast Asia, and the Middle East & Africa helped offset sluggish performance in mature markets. These regions, long seen as secondary for Apple, have become increasingly important to its global strategy.
Samsung’s slower start to the year was attributed to the delayed launch of the Galaxy S25 series. However, sales rebounded in March following the release of its flagship S25 and new A-series models. The company also saw a rise in the share of “Ultra” variants.
Chinese brands Xiaomi, Vivo and OPPO completed the top five. Vivo climbed one spot to become the fastest-growing brand among the group, driven by a robust performance in China and sustained momentum in developing markets.
Outside the top five, HONOR, Huawei and Motorola posted strong growth. Huawei remained dominant in China, while HONOR and Motorola expanded their global footprints, the Counterpoint Research’s report noted.
Apple’s Q1 lead is unusual, tech site Apple Insider reported. The company typically dominates Q4 after its annual fall iPhone release, while Android OEMs usually lead early in the year. By launching the iPhone 16e earlier, Apple is reshaping its sales cycle and directly challenging Samsung.
“The market got off to a mixed start in 2025, where Q1 saw continued improvement in economic conditions, particularly in emerging markets,” Ankit Malhotra, senior research analyst at Counterpoint, said.
“But mature markets like North America, Europe and China showed signs of fatigue after a recovery in 2024.”
The global smartphone market grew 3% year-on-year in Q1.
