Apple has claimed the top spot in global smartphone sales for the first quarter of 2025, driven by strong demand for the iPhone 16e in emerging markets such as India and Japan, according to new data from Counterpoint Research.
The tech giant captured 19% of the global smartphone market, edging ahead of rival Samsung, which held 18%. Despite stagnant or declining sales in key regions like the United States, Europe, and China, Apple’s performance in developing markets helped it secure the lead.
The data highlights the continued appeal of Apple’s devices in price-sensitive regions, even as the company faces increased competition in China from domestic brands like Huawei and criticism over the lack of advanced artificial intelligence (AI) features in its latest models.
In a separate report, the International Data Corporation (IDC) noted that global smartphone shipments rose 1.5% year-on-year in the first quarter. The uptick was partially attributed to Apple’s strategic move to front-load shipments to the United States, aiming to avoid potential tariffs under former President Donald Trump’s administration.
In a bid to dodge the impact of shifting US-China trade policies, Apple reportedly chartered cargo planes to transport around 600 tons—or as many as 1.5 million—iPhones from India to the US. This aggressive move came ahead of a threatened new round of tariffs targeting Chinese electronics.
However, the Trump administration’s recent decision to temporarily exempt smartphones, computers, and other electronics from the latest wave of tariffs brought some relief to the tech sector. Global tech stocks rallied following the announcement, although market analysts warn that the respite may be short-lived.
“The recent exemption by the US government offers temporary relief for US companies,” said Ryan Reith, group vice president of worldwide device trackers at IDC. “But the industry’s heavy reliance on China’s supply chain continues to pose risks amid ongoing tariff volatility.”
Reith urged US-based smartphone brands to capitalize on the current tariff pause by ramping up production and shipments. “Now is the time to build and ship as much as possible,” he advised.
Counterpoint also projected a potential overall decline in the smartphone market this year, citing ongoing uncertainties related to global trade policies.
Meanwhile, Chinese smartphone maker Xiaomi maintained strong momentum, securing third place in global sales. Vivo and OPPO rounded out the top five, reflecting the growing influence of Chinese brands in the global smartphone landscape.
While Apple faces headwinds in mature markets, its strong showing in emerging economies and strategic supply chain maneuvers have helped it stay ahead of the competition—at least for now.
