Apple has reclaimed the top position in global smartphone sales in the first quarter of 2025, buoyed by the successful launch of the iPhone 16e and increasing demand in emerging markets, according to new data from Counterpoint Research released on Monday.
The tech giant secured a 19% share of the global smartphone market, edging out Samsung, which held 18%. This performance was achieved despite sluggish sales in traditionally strong markets like the United States, Europe, and China.
Apple’s dominance in Q1 was partly attributed to its strategic decision to increase shipments to the U.S. ahead of anticipated tariffs. However, the real momentum came from robust sales in regions like Japan and India, where the iPhone 16e has gained popularity due to its competitive pricing and refined features tailored to budget-conscious consumers.
While Apple has managed to maintain its foothold globally, the Chinese market continues to pose challenges. Increased competition from local brands like Huawei, coupled with the iPhone’s lag in incorporating artificial intelligence (AI) features, has led to declining interest in China. This shift highlights the growing influence of AI-driven innovations in consumer preferences.
Counterpoint’s report underscores the shifting landscape of the smartphone industry. Apple’s ability to adapt its offerings for emerging markets has proven critical to its sustained success, especially as Western markets show signs of saturation. Meanwhile, the race for AI integration is expected to shape the next wave of competition, as brands vie to differentiate themselves in an increasingly crowded space.
As Apple looks ahead, the continued expansion in developing countries and a potential push toward AI-enabled devices will be key factors in sustaining its market leadership in the quarters to come.
