In the first quarter of 2025, Apple achieved the top position in the global smartphone market for the first time, capturing a 19% market share, largely due to the successful launch of the iPhone 16e and increased sales in Japan and India.

However, analysts caution that rising economic uncertainty, trade tensions, and tariffs could pose challenges to consumer demand moving forward.

The iPhone 16e, priced starting at $599 and designed to replace the iPhone SE, played a crucial role in Apple's success despite the backdrop of economic uncertainties.

Counterpoint Research's analysis indicates that Apple leads the market ahead of Samsung, which holds 18%, and Xiaomi at 14%, with Vivo and Oppo each at 8%.

Ryan Reith from IDC noted that while a temporary exemption from tariffs on smartphones has provided relief for U.S. tech companies, the ongoing reliance on China's supply chain remains a significant concern.

Apple's ability to set new sales records, even in a challenging environment, underscores the brand's ongoing strength in the smartphone market.

Apple's growth was particularly strong in regions such as Japan, India, the Middle East, Africa, and Southeast Asia, while major markets like the U.S., Europe, and China saw stagnant or declining sales.

Samsung, while ranking second with an 18% market share, experienced a decline in overall sales by 5%, contrasting with Apple's 4% increase, solidifying Apple's lead.

The early launch of the iPhone 16e allowed Apple to compete effectively against Samsung during a period typically dominated by Android manufacturers.

Looking ahead, the smartphone market's long-term outlook remains complex, as Apple must adapt its strategies in device offerings, pricing, and regional focus to maintain its competitive edge.

While emerging markets showed improvement, mature markets like North America, Europe, and China exhibited signs of fatigue after a recovery in 2024.

Despite a 3% year-on-year growth in the global smartphone market during Q1 2025, Counterpoint has adjusted its annual forecast to predict a slight decline due to economic uncertainties.