• The global smartphone market’s shipments grew 3% YoY during Q1 2025, driven by growth in markets like China, Latin America and Southeast Asia.

• Samsung secured first place, beating Apple by a narrow margin.

• Huawei was the fastest-growing brand due to its strong growth in the Chinese market.

Seoul, Beijing, Buenos Aires, Hong Kong, London, New Delhi, San Diego, Taipei, Tokyo – April 16, 2025

Global smartphone shipments in the first quarter of 2025 grew 3% YoY, according to preliminary data from Counterpoint Research’s Market Monitor service. The global smartphone market, which grew in 2024 after a dip in 2023, started off on a positive note in 2025 as well, driven by growth in markets like China, Latin America and Southeast Asia.

Commenting on the market, Senior Analyst Yang Wang said, “The Q1 growth fell short of our earlier projection of 6% as uncertainty started building up around tariffs towards the end of the quarter and as a cautious inventory buildup was seen at OEMs. Uncertainty still looms in the market, which will affect the situation going forward. As a result, our previous forecast of 4% growth in 2025 seems hard to achieve. We may even see zero to negative growth this year.”

Source: Counterpoint Research’s preliminary Market Monitor report (based on sell-in)
Notes: OPPO includes OnePlus; Percentage totals may not add up to 100% due to rounding; Unit figures have been rounded to the nearest million. Growth percentages are based on actual shipment data before rounding.

Commenting on OEM performance, Senior Analyst Jene Park said, “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. 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 our 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.

Based on preliminary data, Xiaomi continued its momentum and held on to its third place with 2% YoY growth. This performance largely came from a strong comeback in its home market China, supported by the brand’s retail and portfolio expansion. OPPO and vivo captured fourth and fifth positions respectively, separated by a narrow margin. Both brands gained from their strong performance in the mid-tier price band and from government subsidies in China. However, the real beneficiary of China’s subsidies appears to be Huawei, which was the fastest-growing brand during the quarter and has now captured the pole position in China’s market.

The final first quarter numbers will be reported at the end of this month.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.