The global smartphone market is set to grow by 3% year-on-year (YoY) in the first quarter of 2025, according to Counterpoint Research's preliminary Market Pulse report. For now, Apple is leading the sales for the global market. So, what should you know about it?
While developed markets have declined, growth in China—driven by government subsidies—as well as continued recovery in developing markets such as Latin America, Asia Pacific, and the Middle East & Africa are helping to offset the situation. A counterpoint found that Apple outperformed the market in the first quarter of 2025, driven by iPhone 16e sales outside of its usual season.
Additionally, Apple even recorded growth in its non-traditional markets such as Japan, India, the Middle East, Africa, and Southeast Asia—even though sales in the US, Europe, and China declined or were flat. Samsung is in second place with an 18% market share. Its sales increased significantly in March after the launch of the S25 and new A-series models, with the S25 Ultra model showing increased sales.
Moreover, Chinese smartphone manufacturer Xiaomi continues to strengthen with expansion into new markets and success in the local market, aided by its entry into the electric vehicle market, which has boosted its brand image as more premium. Vivo, the fastest growing brand in the top five, rose to fourth place, supported by the Chinese market and expansion into developing markets.
Furthermore, OPPO is in fifth place, recording growth in India, Latin America and Europe. We have yet to confirm other details on the news. So, we should wait for more confirmation from the survey. Hopefully, everything will be sorted out soon. Meanwhile, HONOR, Huawei, and Motorola, although not in the top five, are still showing rapid growth.
Huawei became the largest manufacturer in China in the first quarter, while HONOR and Motorola expanded in various markets. A counterpoint stated that the smartphone market is now recovering after a decline in 2023 due to improving global economic conditions. While the long-term forecast remains stable, Counterpoint expects the market to decline in 2025
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