Apple sold 55 million iPhones in the first quarter of 2025 for 19% global smartphone market share
According to the latest Canalys research, in the first quarter of 2025, the global smartphone market recorded a slight growth of 0.2%, with shipments reaching 296.9 million units.
As the peak replacement cycle came to an end and vendors prioritized healthier inventory levels, global smartphone market growth slowed for the third consecutive quarter, according to the research group.
Samsung maintained its lead, shipping 60.5 million units, supported by the launch of its latest flagship models and new A-series products. Apple ranked second with 55 million units shipped and a 19% market share, driven by growth in emerging Asia Pacific markets and the United States.
Xiaomi secured third place with 41.8 million units shipped and a 14% market share, leveraging its diverse product ecosystem to strengthen its brand in Mainland China and emerging overseas markets. vivo and OPPO followed in fourth and fifth places, with shipments of 22.9 million and 22.7 million units, respectively.
“The US smartphone market stood out, growing 12% year on year in Q1, primarily driven by Apple,” said Le Xuan Chiew, Research Manager at Canalys]. “Apple proactively built up inventory ahead of anticipated tariff policies. While iPhones produced in Mainland China still account for the majority of US shipments, production in India ramped up toward the end of the quarter, covering standard models of the iPhone 15 and 16 series, alongside accelerating production of the 16 Pro series.”
He adds that with ongoing fluctuations in reciprocal tariff policies, Apple is likely to further shift US-bound production to India to reduce exposure to future risks. Tariffs are also expected to disproportionately impact entry-level devices, potentially reducing the availability of lower-cost models and driving average selling prices (ASPs) higher in the US.
“These dynamics introduce new uncertainties not only for Apple but also for Android brands competing in the market. Pricing strategies, operator bundling packages and future product structures will come under significant pressure,” Chiew said. “Meanwhile, the US smartphone market is expected to experience considerable volatility over the next two to three quarters, impacted by inventory corrections and weakening consumer confidence.”
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