Apple Tops Q1 2025 Smartphone Sales, Driven by iPhone 16e and Emerging Markets

For the first time in a first quarter, Apple has overtaken Samsung to become the global leader in smartphone sales for the first quarter of 2025. This achievement is largely attributed to the success of the iPhone 16e, which saw strong demand, particularly in emerging markets such as India, Japan, the Middle East, Africa, and Southeast Asia. 

This shift was largely powered by the iPhone 16e, which launched outside Apple’s usual cycle and helped boost sales in non-traditional markets like India, the Middle East, and Southeast Asia—even as demand remained flat in the U.S., China, and Europe. According to IC, Apple now holds 20%+ of the global market, just ahead of Samsung’s 19%.

The iPhone 16e's launch played a significant role in this success, appealing to consumers in non-traditional markets. Despite facing challenges in established markets like the U.S., Europe, and China, Apple's strategic focus on growth regions paid off. However, it's worth noting that market analysis firm IDC reported that Samsung actually shipped more phones. 60.6 million units compared to Apple’s 57.9 million, suggesting Apple may have won on revenue and growth but not on sheer volume. Nonetheless, both firms acknowledge Apple's significant growth trajectory in the global market.

Still, the overall outlook for the rest of 2025 is less rosy. Counterpoint expects the global smartphone market to contract due to economic uncertainty, rising trade risks, and ongoing supply chain issues. The key takeaway? While Apple’s win is significant, it may be short-lived unless manufacturers and sellers adapt quickly to shifting global dynamics.

Adapted from an article originally published at https://www.reuters.com/technology/apple-takes-top-spot-first-quarter-smartphone-sales-data-shows-2025-04-14/