Global Smartphone Market Grows 3% in Q1; Apple Claims Top Spot for the First Time

According to a report from market research firm Counterpoint Research, the global smartphone market grew by 3% year-over-year in Q1 2025. Declines in developed markets were offset by growth in China—driven by government subsidies—and ongoing recovery in key emerging regions such as Latin America, Asia-Pacific, the Middle East, and Africa.

In terms of vendor performance, Apple took the number one spot for the first time with a 19% market share, despite facing challenges in its largest markets. This success was fueled by the off-cycle release of the iPhone 16e and continued expansion in non-core markets. While sales in the U.S., Europe, and China remained flat or declined, Apple achieved double-digit growth in Japan, India, the Middle East and Africa, and Southeast Asia.

Samsung followed closely with an 18% market share. Although the company had a slow start to the quarter due to the later release of the S25 series, sales picked up following the launch of its flagship S25 models and the new Galaxy A series. In March, Samsung posted double-digit shipment growth, with a rising share of “Ultra” models in its S25 lineup.

Meanwhile, Xiaomi maintained strong momentum and increased its market share, driven by expansion into new markets and significant domestic growth. The company’s recent entry into the electric vehicle sector has boosted its brand influence in China, helping to elevate its high-end image.

Among the five fastest-growing brands, vivo climbed to fourth place, supported by high visibility in China and continued expansion in emerging markets. OPPO ranked fifth, with shipment growth in India, Latin America, and Europe.

Outside the top five, Honor, Huawei, and Motorola also experienced rapid growth, intensifying global competition. Huawei was the top smartphone vendor in China during Q1, while both Honor and Motorola posted high growth across several international markets.