Global smartphone market grew 3% in Q1 2025, Apple in first place thanks to iPhone 16E

Counterpoint Research’s Market Pulse Early Look report for Q1 2025 reveals that the global phone market grew year-over-year (YoY), with Apple taking the top spot. 

Preliminary results indicate that the global phone market grew 3% due to growth in China and recovery in emerging markets across Latin America, Asia Pacific, the Middle East, and Africa. 

One of the big news was that Apple took the leadership position—the first time it’s ever done in the first quarter—with a market share of 19%. Counterpoint Research attributes this achievement to the iPhone 16E launch in a non-traditional quarter and sustained growth and expansion in non-core markets. This also aligned with IDC’s claims that sales of the iPhone 16E were off to a good start.

Samsung came in at a close second position with 18%, boosted by the launch of the Galaxy S25 series and the A-series phones. Notably, Counterpoint Research says sales of the Galaxy S25 Ulta increased this year compared to previous years.

Rounding up the top five are Chinese phone brands Xiaomi (3rd), Vivo (4th) and OPPO (5th). Vivo is the fastest-growing phone brand with a 6% YoY increase. Huawei is missing from the list, but it was the biggest OEM in China. 

Counterpoint Research expects the global phone market to slow down for the rest of the year. Intensifying economic tensions between the US and China are expected to drive up the prices of phones and other consumer electronics, prompting consumers to delay their upgrades and purchases. Moreover, the disruption of the global supply chain will likely lead to further market instability. 

Source: Counterpoint Research