Apple Surpasses Samsung as World’s Top Smartphone Brand
In the first quarter of 2025, Apple climbed to the top of the global smartphone market, surpassing longtime rival Samsung. This shift came largely due to the successful early launch of the iPhone 16e. According to Counterpoint Research, Apple captured 19% of the market, while Samsung followed with 18%. Although Apple saw slower sales in core regions like the U.S., Europe, and China, emerging markets provided the boost it needed.
Regions such as Japan, India, Southeast Asia, and the Middle East & Africa drove significant growth. These areas, once secondary in Apple’s strategy, have quickly become vital to maintaining global momentum. While Samsung faced a slower start due to delays in its Galaxy S25 launch, sales improved by March, thanks to the release of the S25 and its A-series models. Demand for the premium “Ultra” versions also contributed to its rebound.
Shifts Among Top Smartphone Brands
Chinese manufacturers continued to compete strongly. Xiaomi, Vivo, and OPPO rounded out the top five global brands. Among them, Vivo showed the fastest growth, driven by its strong domestic performance and sustained gains in emerging markets. Meanwhile, other brands such as HONOR, Huawei, and Motorola posted solid results. Huawei remained dominant in China, while HONOR and Motorola expanded in international markets.
This reshuffle reflects broader trends in global smartphone demand. Although mature markets showed signs of fatigue, especially after their recovery in 2024, growth in developing economies helped balance overall industry performance. The global smartphone market grew 3% year-on-year in Q1.
Strategic Timing and Market Impact
Apple’s Q1 lead is a notable shift. Historically, the company dominates in Q4 following its annual fall iPhone releases. By launching the iPhone 16e earlier, Apple is changing its sales rhythm and competing directly with Android OEMs at the start of the year. As Ankit Malhotra from Counterpoint noted, economic improvements in emerging regions played a key role in lifting market conditions early in 2025. This evolving strategy highlights how timing and regional focus are reshaping global smartphone competition.
