Apple became the top-selling smartphone company in the world during the first quarter of 2025. According to Counterpoint Research, the main reasons for this achievement include increased demand in the Japanese and Indian markets, as well as the release of the new iPhone 16e model. Apple's market share reached 19%, propelling it to the top spot.
The global smartphone market share is distributed as follows: Apple – 19%, Samsung – 18%, Xiaomi – 14%. Other companies in the top five include OPPO and vivo, each with an 8% share. Compared to the same period in 2024, Apple saw a 4% increase, while Samsung lost 5%. Xiaomi gained 5%, vivo increased by 6%, and OPPO experienced a 1% decrease in sales.
It’s important to note that OPPO and vivo are part of the same BBK holding, so the overall performance of these two companies shows significant growth, and BBK could have potentially surpassed Xiaomi to take third place.
The report does not consider the impact of new tariffs and changes in U.S. trade policies, which only came into effect in April. Given the rapid shifts in U.S. trade policy, the situation regarding tariffs may change in the next report, either through the imposition or removal of tariffs. Regardless, people continue to buy iPhones, and this trend is expected to persist for the time being.
