For the first time in history, Apple emerged as the world’s number one smartphone manufacturer in terms of shipments during the first quarter (January to March), according to a recent report by Counterpoint Research (CR). The company’s strong performance was boosted by the launch of the iPhone 16e, which contributed to its growth in key markets. While sales in the US, Europe, and China remained stagnant or even declined, Apple saw impressive double-digit growth in regions like Japan, India, the Middle East, Africa, and Southeast Asia.
In Q1, Apple secured a 19% market share, marking a 4% increase in shipments compared to the previous year. Samsung followed closely behind with an 18% market share, although it experienced a 5% decline in shipments compared to the same quarter last year. Despite a slow start to the quarter, Samsung saw a resurgence in March, thanks in part to the launch of the Galaxy S25 series. Notably, the Galaxy S25 Ultra made up a larger portion of the S25 lineup’s sales compared to its predecessor.
Xiaomi took the third spot with a 14% market share and a 5% growth in shipments, driven by strong demand in China and its expansion into new markets. Vivo emerged as the fastest-growing brand, recording a 6% increase in shipments and capturing 8% of the market, which tied it with Oppo. However, Oppo experienced a slight 1% decline in shipments, though it still saw growth in regions like India, Latin America, and Europe.
In China, Huawei retained its position as the leading brand in Q1. Honor and Motorola, on the other hand, demonstrated significant growth across various markets, but their efforts weren’t enough to break into the top five.
Overall, the global smartphone market saw a 3% growth in shipments during Q1. However, Counterpoint Research predicts a slight decline in the smartphone market for the remainder of the year, particularly due to the impact of US tariffs.
Source: GSMArena
