Apple sees top spot in global phone sales in Q1 thanks to iPhone 16e

Apple has climbed to the top spot of global smartphone sales during the first quarter of 2025, according to data from Counterpoint Research. We’ve seen Apple climb to number one before, but this is the first time Apple has taken the top spot in Q1, with 19 per cent of the global market.

This success can be attributed to the iPhone 16e, Apple’s new smartphone released in March. This more affordable device is made for the masses.

Samsung was second in the market share at 18 per cent. Surprisingly, Counterpoint saw slow movement for Samsung in Q1, even with the Samsung Galaxy S25 series launch. Counterpoint says Samsung saw sales improve in March, likely due to the company launching mid-range phones.

Other devices sharing the top spots in the marketplace are Xiaomi, Vivo, and Oppo.

I wouldn’t expect this, but Apple saw double-digit growth in Japan, India, the Middle East, Africa and Southeast Asia, whereas movement in the U.S., Europe and China remained flat or declined.

It seems that Apple’s iPhone 16e did better in other regions of the world versus North America.

With rumoured phone launches from brands like Samsung, Motorola and OnePlus on the way, we might see a different top five for Q2.

Source: Counterpoint Research