The smartphone market grew 3% year-on-year in the first quarter of 2025, with Apple taking the top spot for the first time. Despite these results, the future of the industry remains uncertain, according to a new report from Counterpoint.
Developed markets saw a decline, but this was offset by growth in China, partly due to government subsidies, and a recovery in key emerging markets such as Latin America, Asia Pacific, the Middle East and Africa. Apple, in particular, topped the list thanks to increased shipments in Japan, India, the Middle East, as well as Africa and Southeast Asia.
Incidentally, Apple topped the smartphone market leader list for the first time in the first quarter of 2025, helped by the release of the mid-range iPhone 16e in February 2025. Samsung came in second with 18% of the market. Despite a weak start due to the late launch of the Galaxy S25, the company's new flagship smartphones and the A-series are gaining market share.
Xiaomi is next, showing steady growth and expanding its presence in both China and new markets. Vivo recorded the most dynamic sales growth, with its share increasing by 6%, allowing the company to rise to fourth place. OPPO, meanwhile, moved up to fifth place thanks to sales growth in India, Latin America and Europe.
The list also includes HONOR, Huawei, and Motorola, which demonstrate positive sales dynamics in various markets.
Overall, the smartphone market is gradually recovering from the downturn in 2023, but economic instability may deter consumers from upgrading their devices, potentially impacting the industry's future development.