Apple beats Samsung to become the number one smartphone brand in the world

Apple has beaten Samsung to become the number one smartphone brand globally, according to new data from Counterpoint Research. In the first quarter of 2025, the smartphone market grew by 3% compared to last year. Growth was driven by emerging markets like China, Latin America, and the Middle East, but developed markets like North America and Europe saw slower sales.

At the start of the year, things looked good for both Apple and Samsung with their big launches—the iPhone 16e and Samsung’s S25 series. But by the end of the quarter, things slowed down because of worries about the economy and trade issues. Despite that, Apple still managed to get to the top, mainly because the iPhone 16e performed well in markets where Apple wasn’t traditionally as strong.

Samsung came in second, holding 18% of the market. It had a slower start since the S25 was launched later than expected, but their sales really picked up in March after releasing some popular new models. The “Ultra” versions of the S25 did especially well.

Other brands like Xiaomi, Vivo, and OPPO are also doing pretty well. Xiaomi continues to grow, especially in newer markets, while Vivo has climbed to the fourth spot. OPPO rounded out the top five, with strong sales in places like India and Latin America.
There are also other brands like Huawei, HONOR, and Motorola that are picking up steam and growing fast. Huawei was even the top brand in China during Q1.