In Q1 2023, Apple became the world’s top smartphone maker for the first time, achieving a 19% market share and a 4% increase in shipments, bolstered by the iPhone 16e launch. Despite flat or declining sales in the US, Europe, and China, Apple saw significant growth in Japan, India, the Middle East, Africa, and Southeast Asia. Samsung followed with 18% market share but a 5% drop in shipments, though it rebounded with the Galaxy S25 series. Xiaomi claimed 14% with strong growth in China, while Vivo and Oppo had 8% market share each. Overall, the market grew 3% in Q1.
In an unprecedented achievement, Apple became the world’s leading smartphone manufacturer in terms of shipments during the first quarter (January to March) of this year. This information comes from a recent report by Counterpoint Research (CR). The launch of the iPhone 16e contributed to this success, and even though its sales in the US, Europe, and China experienced stagnation or decline, Apple saw impressive double-digit growth in Japan, India, the Middle East, Africa, and Southeast Asia.
Apple captured a 19% market share in Q1, marking a 4% increase in shipments. Samsung followed closely with an 18% share but faced a 5% decrease in shipments compared to the same quarter last year. While Samsung had a slower start to the quarter, its shipments saw double-digit growth in March due to the introduction of the S25 series. Notably, the Galaxy S25 Ultra has gained a larger share of sales within the S25 lineup compared to its predecessor.
Xiaomi ranked third with a 14% market share and a 5% increase in shipments, driven by demand in China and expansion into new regions. vivo emerged as the fastest-growing brand, achieving a 6% increase in shipments year-over-year and holding an 8% market share, which it shares with Oppo. However, Oppo experienced a 1% decline in shipments. Despite this, Oppo has seen growth in India, Latin America, and Europe.
Huawei maintained its position as the largest brand in China during Q1, while Honor and Motorola demonstrated significant growth across various markets, though they fell short of entering the Top 5. The overall market witnessed a 3% increase in shipments during Q1. CR now anticipates a slight decline in the smartphone market for the entire year compared to 2024, particularly due to US tariffs.
Apple iPhone 16e
Samsung Galaxy S25 Ultra
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