Apple is in both first and second place in segments of the global smartphone market

Samsung secured first place, beating Apple by a narrow margin, according to the research group. The iPhone maker has 19% of the global smartphone market in terms of units sold as compared to 20% for Samsung.

“Samsung became the top vendor again in Q1 2025, helped by increased shipments following the launch of its Galaxy S25 series and a refresh of the A series in the entry-to-mid-tier price bands,” according to Counterpoint Senior Analyst Jene Park.”It was rare for Apple to have a new product launch in Q1, but the new iPhone 16e helped the brand gain share in certain markets like Japan.”

Apple was the top brand during Q1 in terms of unit sales, according to Counterpoint’s sell-through report, but it fell to second place in terms of unit shipments, which is what the brand sold into the channel. However, Apple’s performance was stronger than any other first quarter before and it almost tied with Samsung this time. The iPhone 16 series is showing strong demand in emerging markets within APAC, LATAM and MEA, where Apple grew in double digits.

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