Apple’s iPhone 16 emerged as the world’s top-selling smartphone in the first quarter of 2025, marking the return of the base iPhone model to the leading position after a two-year hiatus.
According to Counterpoint Research’s Global Handset Model Sales Tracker, Apple secured five spots in the top 10 best-selling smartphones, maintaining its strong presence for the fifth consecutive March quarter.
The iPhone 16 series performed exceptionally 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 secured the second and third positions, respectively. Despite facing challenges in China due to government subsidies favoring sub-CNY 6,000 (~$833) devices and strong competition from OEMs like Huawei, the 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 notable debut, ranking sixth in the global top-10 list for March 2025, its first full month of sales. Despite a higher price point compared to the SE 2022, the 16e is expected to outperform its predecessor during its first year.
Samsung’s Galaxy S25 Ultra secured the seventh spot in Q1 2025, a slight decline from the fifth position held by the S24 Ultra in Q1 2024. Xiaomi’s Redmi 14C was the only model outside of Apple and Samsung to feature in the top 10.
Moreover, the low-end smartphone segment, priced under $100, emerged as the fastest-growing category in Q1 2025, accounting for nearly 20% of global smartphone sales.
Despite a 3% increase in global smartphone shipments during the quarter, Counterpoint Research anticipates a market decline for the remainder of 2025. This outlook is attributed to economic uncertainties and rising tariffs, which may impact consumer spending and supply chains.
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