Apple Reclaims Top Spot in Global Smartphone Market, Surpassing Samsung in Q1 2025
Apple has regained its position as the world’s leading smartphone brand, overtaking Samsung in the first quarter of 2025, according to preliminary data from Counterpoint Research’s Market Pulse.
After trailing its South Korean competitor in recent periods, Apple surged ahead, driven by unexpectedly strong iPhone sales and heightened global demand. The company’s performance marks a significant rebound, bolstered by a strategic sales drive and increasing consumer interest across various regions.
The global smartphone industry experienced a 3% year-over-year increase during Q1, with growth fueled primarily by emerging markets such as Latin America, Asia-Pacific, and the Middle East & Africa. These areas benefited from improving economic conditions, better financing options, and greater access to smartphones, all contributing to the rise in shipments.
Apple’s growth was significantly boosted by a focused sales campaign in January, particularly in China. A temporary consumer subsidy initiative in the Chinese market encouraged purchases, allowing more people to afford premium devices and expanding Apple’s reach among new users.
Despite ongoing global economic challenges, China’s strong performance helped steady the overall market, offsetting weaker sales in mature regions like North America and Europe.
The iPhone 15 series, especially the Pro models, continued to perform well globally, thanks to Apple’s emphasis on high-end hardware and seamless software experiences. Additionally, the brand’s ecosystem strategy — which deepens user reliance on its suite of products and services — has further strengthened customer loyalty.
In contrast, Samsung saw a decline in demand for its mid-tier and budget models, particularly in price-sensitive regions. Although the Galaxy S24 series gained some traction, it wasn’t enough to maintain Samsung’s leadership, as Apple capitalized on its timing and premium appeal.
Counterpoint’s findings highlight a larger trend: while the global smartphone market is gradually recovering from the impacts of the pandemic and chip shortages, regional dynamics and brand preference are significantly shifting the industry’s competitive landscape.
More comprehensive analysis from the upcoming full quarterly report is anticipated and will provide deeper insights into Apple’s performance and its prospects for sustaining the top spot in the months ahead.
