Global Smartphone Market Grows 3% in Q1 2025: Apple Takes #1 Spot in Q1 For First Time

Market Overview: Growth Amid Uncertainty

The global smartphone market showed resilience in the first quarter of 2025, growing 3% year-over-year according to preliminary results from Counterpoint Research's Market Pulse Early Look. This growth came despite economic challenges in developed regions, as emerging markets continued their recovery and China saw a boost from government subsidies.

However, analysts project this growth may not continue through the remainder of 2025, with forecasts now predicting a slight year-over-year decline as economic uncertainties and trade tensions mount.

Apple Achieves Historic Milestone

First-Ever Q1 Market Leadership

In a significant shift in the competitive landscape, Apple secured the top position in global smartphone market share during Q1 2025 with 19% of the market. This marks the first time Apple has achieved the #1 ranking during a first quarter, traditionally a period dominated by other manufacturers.

Strategic Success Factors

Apple's success was propelled by several key factors:

• The strategic launch of the iPhone 16e in a non-traditional quarter

• Continued expansion in emerging markets

• Double-digit growth in Japan, India, the Middle East and Africa, and Southeast Asia

This growth helped offset challenges in Apple's traditional strongholds, where sales in the US, Europe, and China were either flat or declining.

Source: Counterpoint

Competitive Landscape

Samsung Maintains Strong Position

Samsung followed closely behind Apple with 18% market share. After a slow start due to the delayed launch of its flagship S25 series, Samsung saw sales rebound significantly in March, with double-digit growth. The company's premium "Ultra" models in the S25 series showed increased sales share.

Chinese Manufacturers Gain Ground

Xiaomi secured the third position, benefiting from both expansion into new markets and significant growth in China, where its brand presence has been strengthened by its successful entry into electric vehicles.

Vivo showed the fastest growth among top-five brands, climbing to fourth place thanks to strong performance in China and successful expansion into emerging markets.

OPPO rounded out the top five, with notable sales growth in India, Latin America, and Europe.

Emerging Challengers

Beyond the top five, HONOR, Huawei, and Motorola demonstrated rapid growth and increasing competitive pressure globally:

• Huawei claimed the leadership position in China for Q1

• HONOR and Motorola achieved high growth across multiple markets

Smartphone Market: Future Outlook

Economic Headwinds

According to Senior Research Analyst Ankit Malhotra, "The market got off to a mixed start in 2025, where Q1 saw continued improvement in economic conditions, particularly in emerging markets. But mature markets like North America, Europe, and China showed signs of fatigue after a recovery in 2024."

The initial strong momentum in January, fueled by subsidy-driven demand in China and major product launches, began to wane as economic uncertainties and trade war risks intensified toward the end of the quarter.

Technology Trends Continue

Despite market challenges, technological innovation continues to drive the industry forward. The proliferation of new technologies like GenAI and foldable smartphones will persist, though manufacturers will need to carefully monitor demand given the economic climate.

Revised Forecast

While smartphones remain an essential product with relatively stable sales, economic uncertainties may cause consumers to postpone purchases. Rising trade tensions and supply chain disruptions are expected to negatively impact the market, leading analysts to revise their forecasts to predict a slight decline for 2025, despite the positive start in Q1.

Source: Counterpoint