The first quarter of the year is typically a strong period of Samsung. It launches new Galaxy S flagships early on while there's still riding on momentum from the holiday season and the launch of its new flagship phones in the second half of the year.

Apple typically doesn't have launches at that time, enabling Samsung to establish a lead in global smartphone sales during the first quarter. However, things turned out to be different in Q1 2025 as Apple overtook Samsung and grabbed the top spot for the first time ever.

According to Counterpoint Research, global smartphone sales were up 3% year-over-year in Q1 2025. Apple took first position with a 19% share of sales while Samsung came in second place with 18% of the market, helped by the launch of the Galaxy S25 series.

Apple was able to clinch the top spot due to the iPhone 16e, a new affordable model that was released during the quarter on February 28, 2025. Even though it faced increased competition in key markets, overall iPhone sales recorded double-digit growth in markets across the Middle East, Africa, Southeast Asia as well as in Japan and India.

Samsung was bolstered by impressive sales performance of the Galaxy S25 series as well as the new Galaxy A phones, seeing its smartphone sales grow by double digits in March 2025. The Galaxy S25 Ultra also saw a significant sales increase.

Looking ahead, the market search firm predicts a slight overall decline for global smartphone sales due to increased uncertainty in the markets following US tariffs. The risk of significant price hikes remains as tariffs on key manufacturing hubs like China, Vietnam, and India could force manufacturers like Samsung and Apple to raise prices. This would ultimately result in lower demand.