Global iPhone Sales Increase Double Digits in Apr-May, Driven by Growth in US and China

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Jun 16, 2025
  • April and May iPhone sell-through grew 15% YoY to reach its highest level ever.
  • Strong YoY increases in Japan, the Middle East and India were supported by a return to growth in China and the US, where tariff dodgers helped boost sales
  • We see two key themes emerging for Q2 2025:
    • Growth driven by diverse markets
    • Breathing room for Apple as Agentic AI not impacting consumer purchasing decisions yet


Seoul, Boston, Beijing, London, New Delhi, San Diego, San Jose, Taipei, Tokyo – June 16, 2025

According to preliminary data from Counterpoint Research’s Market Pulse Global Monthly Smartphone Sales Report, iPhone sales grew a healthy 15% YoY in April and May, first two months of Q2 2025. This is Apple’s highest market share for these two months combined post pandemic.

Apple iPhone Global Sell-Through Market Share (April + May), 2019 – 2025

Counterpoint Research Apple iPhone Global Sell-Through Market Share (April + May), 2019 – 2025

Source: Counterpoint Research Global Monthly Smartphone Sales Report

Regionally, Apple’s largest two markets, USA and China were the key sales drivers during the period. Both US and China, returned to positive YoY growth after three years of declines in this less seasonal period. China was the bright spot with Apple capturing top spot in May — a notable turnaround after continued share losses and stiff competition from Huawei and others.

Healthy performance in Apple’s two largest iPhone markets were supported with double-digit sales growth increases in Japan, India and affluent Middle Eastern markets.

April-May iPhone Sell-Through and YoY Growth by Region

Counterpoint Research April-May iPhone Sell-Through and YoY Growth by Region

Source: Counterpoint Research Global Monthly Smartphone Sales Report

“Q2 iPhone performance looks promising at the moment but as always swings either way are dictated by two markets - US and China,” says Senior Analyst Ivan Lam. “Looking at June numbers rolling in we’re asking two things: Have the last couple of months in the US been about consumer buying on tariff fears? And is there more runway left in China with the government subsidy push and attractive offers to catalyze iPhone sales?”. These are two trends which have actually gone in Apple’s favor to lift global iPhone demand.

“Increasing US and especially Chinese demand, at this point in time, tells me the need for Agentic AI is not quite a factor yet in the decision process for most smartphone buyers – certainly not for those looking to upgrade an iPhone,” says Jeff Fieldhack. “So doing the math and taking in everything here at Apple WWDC this week, I’d say Apple’s bought some time to prepare and deliver something really special with Siri in coming iterations.”

Over the same period, Japan has seen a sharp increase in demand for iPhones.
“Japan’s seeing a resurgence of the iPhone this year and the compact iPhone 16e is proving extremely popular amongst Japanese consumers, building on the iPhone SE and popularity of smaller iPhones in previous years,” says Counterpoint’s Tokyo-based senior analyst Yoko Miyashita. “The new model launch has padded domestic growth numbers with its attractive entry price point offering Apple Intelligence and a minimalist form-factor appealing to Japanese tastes. Additionally, we’re also seeing very strong sales of base models for iPhone 16 and the older iPhone 14 in particular, with operator promotions creating strong demand.”

India continues to ramp with Apple focusing on the world’s most populous country as both manufacturing hub and end market. “The iPhone is the most aspirational tech product for tech-savvy consumers here. And iPhone growth continues to come from mature smartphone users entering into the iOS ecosystem as they look to upgrade to a more premium smartphone experience,” says VP of research Neil Shah. “The short-term impact is huge iPhone sales growth, but India is a longer-term growth story with Apple companion devices and especially services.”

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables.

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Summary

Published

Jun 16, 2025

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Team Counterpoint

Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.