Counterpoint: Q1 Global smartphone shipments increased by 3% year-on-year, Samsung regains the top market position

According to preliminary data from Counterpoint Research's Market Monitoring service, global smartphone shipments are expected to grow by 3% year-on-year in Q1 2025. Following a decline in 2023, the global smartphone market is showing positive performance at the start of 2025, mainly driven by markets in China, Latin America, and Southeast Asia.

Commenting on the market performance, Counterpoint Senior Analyst Yang Wang stated, "The Q1 growth rate did not meet our previous expectation of 6%, mainly due to increased uncertainty regarding tariff policies at the end of the quarter and manufacturers adopting cautious inventory strategies. Current market uncertainties still exist, which will affect future trends. Therefore, our previous forecast of a 4% growth rate for 2025 is likely to be difficult to achieve, and there may even be zero or negative growth this year."

Global smartphone brand shipment share (preliminary data)

Data source: Counterpoint Research preliminary market monitoring data

Notes: OPPO includes OnePlus, and the total percentage may not equal 100% due to rounding.

Global smartphone brand shipment share (in millions, preliminary data)

Regarding manufacturer performance, Counterpoint Senior Analyst Jene Park commented, "Samsung regained the top market position in Q1 2025 with increased shipments due to the launch of the Galaxy S25 series and updates to the mid-range A series. Apple (AAPL.US) rarely launched a new product, the iPhone 16e, in Q1, which helped it increase its share in specific markets like Japan."

According to actual sales reports, Apple ranked first in actual sales volume in Q1 but slipped to second place in shipment rankings. However, Apple's performance this quarter still set a record for the best Q1 ever, nearly matching Samsung. The iPhone 16 series saw strong demand in emerging markets such as Asia-Pacific, Latin America, and the Middle East and Africa, achieving double-digit growth in these regions.

Preliminary data shows that Xiaomi (01810) continued its growth momentum, maintaining third place with a 2% year-on-year increase, mainly due to its strong return in the Chinese domestic market—achieved through retail channel and product line expansion. OPPO and vivo ranked fourth and fifth, respectively, with slight differences, both benefiting from the performance of mid-range models and the Chinese government's subsidy policies. However, the biggest winner of the subsidy policy is Huawei, which led the industry in growth this quarter and has now secured the top position in the Chinese market