Thanks to iPhone 16e: Apple global smartphone market leader for the first time
Apple's new entry-level iPhone is apparently selling well. So well, in fact, that it has managed to beat Chinese competitors and Samsung.
iPhone 16e: Apple's new entry-level smartphone.
(Image: Apple)
The iPhone 16e is apparently a bestseller for Apple despite its relatively high price of at least €699. This is shown by new figures from the market research institute Counterpoint Research on smartphone market shares worldwide. According to the company's latest surveys, Apple managed to become the global smartphone market leader for the first time ever in the first quarter of 2025. Its market share stands at 19% and has therefore not even changed compared to the previous year. However, the previous global market leader, Samsung, lost significant – from 20% to 18%. In terms of units sold, things look even better for Apple. According to Counterpoint Research, the company sold 4 percent more units, while Samsung sold 5 percent fewer.
Market is growing, but now it's getting uncertain
Overall, the global smartphone market grew slightly – by 3 percent. However, the dispute over the Trump administration's tariffs is causing uncertainty as to what will happen next. According to Counterpoint Research, Apple managed to increase its sales in the first quarter, primarily due to the iPhone 16e. Apple also scored particularly well in emerging markets – in India, for example, but also thanks to new price reductions in China, which appear to have worked well.
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Counterpoint Research records the so-called sell-through share, i.e. the sale of devices via retailers. After Apple and Samsung, Xiaomi (14%), Vivo and Oppo (8% each) and a large block of other manufacturers (33% in total) took the other market share positions in the first quarter. In addition to Apple, Vivo and Xiaomi grew in terms of device sales (up 5% and 6% respectively) and other manufacturers (up 6%). Oppo recorded a small decline of 1%.
Europe and the USA stagnate
Despite challenges in its largest markets, Apple took first place in terms of market share, Counterpoint continues. According to the report, there was stagnation in the USA and Europe –, with sales also declining in some cases. Japan, India and the Middle East, Africa and South East Asia saw double-digit growth.
According to the market researchers, Samsung saw double-digit growth again in March. The S25 initially had a slow start. However, sales of the Ultra models are now growing and the more affordable A-series also increased again. It could therefore be that Apple's lead is short-lived.
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