In a significant shift within the smartphone industry, Apple has surpassed Samsung to become the world’s leading smartphone vendor in the first quarter of 2025. According to Counterpoint Research, Apple captured a 19% share of the global smartphone market, edging out Samsung, which held an 18% share during the same period.
Emerging Markets Fuel Apple’s Growth
Apple’s ascendancy is largely attributed to the robust performance of the iPhone 16e, a model priced from $599, which has resonated strongly in emerging markets. The iPhone 16e, replacing the previous iPhone SE, has driven double-digit growth in regions such as India, Japan, and parts of Africa and Southeast Asia.
A spokesperson from Counterpoint Research noted,
“The iPhone 16e’s affordability and feature set have made it particularly appealing in price-sensitive markets, contributing significantly to Apple’s market share gains.”
Samsung Faces Challenges Amidst Delayed Launches
Samsung’s market share experienced a 5% year-over-year decline, partly due to the delayed rollout of its Galaxy S25 series. Although Samsung reported improved sales by March, the initial sluggishness impacted its overall quarterly performance.
Industry analyst Kevin Miller commented,
“Samsung’s delayed product launches allowed competitors to capture market share, highlighting the importance of timely innovation in the smartphone sector.”
Competitive Landscape Intensifies
Other major players like Xiaomi, Oppo, and Vivo maintained their positions in the global rankings. Xiaomi saw a modest increase in shipments and a 1% rise in market share, while Vivo and Oppo each held steady with 8% market shares.
Looking Ahead
Apple’s strategic focus on emerging markets and the success of the iPhone 16e have been pivotal in its recent market share gains. As the company continues to innovate and expand its global footprint, maintaining this momentum will be crucial amidst intensifying competition and evolving consumer preferences.