• Apple’s iPhone 16 was the best-selling smartphone in Q1 2025. This also marked the return of the iPhone series’ base variant to the top spot in the first quarter after a two-year gap.
• Samsung’s Galaxy S25 Ultra secured the seventh spot in Q1 2025, down from the fifth spot held by the S24 Ultra in Q1 2024.
• Xiaomi’s Redmi 14C was the only model in the list outside of Apple and Samsung. Most of its sales came from emerging markets like MEA and LATAM.
• The low-end smartphone segment (<$100) emerged as the fastest-growing category in Q1 2025, accounting for nearly 20% of global smartphone sales.
• The iPhone 16e ranked sixth in the top 10 best-selling smartphones in March 2025, the first full month of the model’s sales.

Seoul, Beijing, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – May 28, 2025

Apple’s iPhone 16 was the world’s best-selling smartphone in Q1 2025, according to Counterpoint Research's Global Handset Model Sales Tracker. This also marked the return of the iPhone series’ base variant to the top spot in the first quarter after a gap of two years. Apple maintained its strong presence in the top-10 list, securing five spots for the fifth consecutive March quarter. Meanwhile, Samsung featured one fewer model compared to the same period last year. While the top 10 smartphones’ share in overall global sales remained stable, the low-end (<$100) smartphones in the top 10 saw an increase in their contribution.

The iPhone 16 performed well in Japan and the Middle East and Africa (MEA), with Japan recording the highest growth in base variant sales. Improved economic conditions and revised subsidy regulations favored Apple's pricing strategy and ecosystem, further strengthening its appeal in the Japanese market.

The iPhone 16 Pro Max and iPhone 16 Pro ranked second and third in the list, respectively. The Pro series faced challenges in China due to government subsidies favoring sub-CNY 6,000 (~$833) devices and strong competition in the country’s premium segment from OEMs like Huawei. Despite this, Pro models continued to account for nearly half of Apple’s total iPhone sales for the third consecutive quarter.

Apple’s iPhone 16e made a strong debut, securing the sixth spot in the global top-10 list for March 2025, its first full month of sales. Despite a higher price compared to the SE 2022, the 16e is expected to outperform its predecessor during its first year. This success will be largely driven by its significant technological advancements and expanded feature set.

Samsung’s Galaxy S25 Ultra secured the seventh spot in Q1 2025, down from the fifth spot held by the S24 Ultra in Q1 2024. This shift was primarily due to a shorter sales window for the S25 Ultra during the quarter. Despite the limited availability, the S25 series delivered steady results, contributing one-fourth of Samsung’s total smartphone sales in its active sales month. With deeper Gemini integration, the S25 series also signals Samsung’s shift toward a more agentic AI experience, enhancing user productivity and personalization.

The Galaxy A16 5G ranked fifth in Q1 2025, moving up one position from the Galaxy A15 5G’s ranking in Q1 2024. The model recorded a 17% YoY growth, supported by wider availability in markets such as North America, where it launched in January 2025. North America was the largest market for the A16 5G, accounting for one-third of its total global sales. Additional momentum came from APAC, Latin America (LATAM) and MEA, where it continued to gain popularity in the budget 5G segment.

The Galaxy A06 saw strong growth, climbing four spots in the top-10 list compared to its predecessor in Q1 2024. This growth was part of a broader surge in low-end smartphone demand across all regions. Markets such as the MEA, APAC and LATAM contributed to three-fourths of global sales in this segment. As the supply of low-cost components eased, the segment became the fastest-growing segment in Q1 2025, capturing nearly 20% of total global smartphone sales.

Xiaomi’s Redmi 14C 4G was the only model outside of Apple and Samsung to make it to the global top-10 list. It achieved an impressive 43% YoY growth over the Redmi 13C 4G. Most of its sales came from emerging markets, particularly the MEA and LATAM, underscoring Xiaomi’s strength in value-driven segments.

Going forward, despite ongoing tariff tensions and broader market uncertainties, the share of the top 10 best-selling smartphone models is expected to remain relatively stable. This resilience is supported by OEMs increasingly focusing on high-end smartphones where consumer interest is driven by premium features.

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.

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