| Apple Global Market Share by Product Segments | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Global Market Share | Q1 2023 | Q2 2023 | Q3 2023 | Q4 2023 | Q1 2024 | Q2 2024 | Q3 2024 | Q4 2024 | Q1 2025 |
| iPad | 37% | 37% | 39% | 40% | 33% | 37% | 34% | 38% | 34% |
| AirPods | 25% | 22% | 20% | 22% | 20% | 19% | 21% | 27% | 21% |
| Apple Watch | 26% | 22% | 22% | 31% | 21% | 19% | 21% | 28% | 20% |
| iPhone | 21% | 17% | 16% | 23% | 17% | 16% | 17% | 23% | 19% |
| MacBook | 11% | 11% | 12% | 12% | 11% | 11% | 10% | 12% | 12% |
Market Highlights 2025 Q1
- Apple revenues in Q1 2025 (fiscal Q2 2025) grew 5% YoY reaching US$ 95.3 billion. The growth was driven by both hardware (3% YoY) and Services (12%) YoY. This was the fourth consecutive quarter where both hardware and services showed growth.
- Shipments for iPhone (12% YoY), iPad (6% YoY), MacBook (18% YoY) and AirPods (9%) all grew YoY during the quarter while Apple Watch (-9% YoY) continued to decline.
- iPhone’s shipments grew driven by the 16 series. In terms of new launches, the iPhone 16e, has been well received in Japan, which was the largest volume driver during the quarter. Apple also mitigated potential financial impact from tariffs, by successfully shifting its U.S. import sources to other regions like India.
- Mac’s growth was supported by the launch of the MacBook Air featuring the M4 Chip. Subsidy in China also helped in driving growth.
- iPad’s growth was primarily driven by the strong performance of the newly launched iPad 11 in the first quarter and the success of the Apple iPad Air 7 series. Apple also successfully carried the momentum of the AirPods 4 launch into the first quarter.
- Apple's struggle in the smartwatch market continues, marking sixth straight quarter decline starting Q4 2023. Most of the drop in shipments stemmed from SE 2022, which has been around two years since its launch.
*Data on this page is updated every quarter
This data is from our service Apple 360 which offers a comprehensive analysis of Apple’s ecosystem.
For detailed insights on the data, please reach out to us at sales@counterpointresearch.com. If you are a member of the press, please contact us at press@counterpointresearch.com for any media enquiries.
Apple 360: Hardware and Services Revenue Splits by Segment and Region, Q1 2025
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