The global smartphone market grew 3% YoY in Q1 2025, according to preliminary results from Counterpoint Research’s Market Pulse Early Look. Declines in developed markets were offset by growth in China owing to government subsidies, and continuing recovery in key emerging markets across Latin America, Asia-Pacific and Middle East & Africa.

OEM dynamics continue to remain interesting. Helped by the iPhone 16e launch in a non-traditional quarter and continued growth and expansion in its non-core markets, Apple took the #1 spot in Q1 2025 for the first time ever. 

Despite the challenges faced in its biggest markets. While sales in the US, Europe and China were either flat or declining, Apple recorded double-digit growth in Japan, India, Middle East and Africa, and Southeast Asia. Samsung followed Apple with 18% market share.

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Commenting on market dynamics, Senior Research Analyst Ankit Malhotra said, “The market got off to a mixed start in 2025, where Q1 saw continued improvement in economic conditions, particularly in emerging markets. But mature markets like North America, Europe and China showed signs of fatigue after a recovery in 2024. Sales in January were particularly strong, with a subsidy-led demand boost in China. The momentum continued with major launches like Samsung’s S25 and iPhone 16e, but it turned quickly as economic uncertainties and trade war risks started mounting, especially towards the end of the quarter. We continue to analyze changes in policies and are currently projecting the market to decline YoY in 2025, despite growth in Q1.”