Apple first grabbed this title from Samsung with iPhone 16th
For the first time, Apple was the top-selling smartphone manufacturer in Q1. This has everything to do with the introduction of the "inexpensive" iPhone 16e, which sold eagerly. As a result, Apple took over the title from Samsung, which ran away with the honor for years.
Not before has Apple been the best-selling smartphone manufacturer in the first quarter. But the introduction of the iPhone 16e in February of 2025 changed all that. Many people saw their chance to exchange their old iPhones, and did so en masse. That's according to from research by Counterpoint Research.
Apple did particularly well in Japan, India and the Middle East. In Europe, the U.S. and China, sales remained virtually flat. Overall, Apple accounted for 19% of all smartphones sold in Q1 2025; that is 4% more than the same period last year. Samsung came in at 18% this time after holding the top spot for years. Samsung sales went down 5%, giving Apple its chance.
Galaxy S25 series
At Apple, they will be delighted with this result. Samsung introduced in the same quarter the S25 series consisting of the S25, S25+ and S25 Ultra. That an inferior iPhone consisting of old components manages to beat an entire series will hurt in South Korea.
Despite Apple's gains, Vivo saw the biggest growth. That Chinese brand saw its sales rise 6%. Xiaomi also did well with 5% growth. Not every Chinese brand managed to increase its market share; sales at Oppo fell 1%.
