A few days ago, Samsung released its preliminary earnings guidance for the first quarter of 2025, revealing a much higher operating profit than market estimations. While it has earned higher profits, its global smartphone market share saw a drop in Q1 2025, according to Counterpoint Research. Its arch-rival, Apple, took the top spot in Q1 2025 with a 19% share, while Samsung secured an 18% share. Interestingly, this is Apple’s first time at the top in the first quarter of a year.
Apple overtakes Samsung in the Q1 2025 global smartphone market
Last year, Samsung led the global smartphone market thanks to the high demand for its Galaxy S24 series and Galaxy A budget lineup. But now, this Q1 2025 market report raises questions among industry watchers as to whether it will maintain its top spot this year.
Counterpoint Research says the decline in Q1 2025 is due to Samsung’s delay in releasing its flagship Galaxy S25 series. While sales bounced back late in the quarter, when the company also introduced new A series devices — its sales allegedly grew by double digits in March — the damage was already done.
Apple, meanwhile, benefited from the iPhone 16e launch. The company recorded double-digit growth in Japan, India, the Middle East and Africa, and Southeast Asia. However, its sales in the US, Europe, and China remained flat or declined. This gives Samsung a little hope to bounce back in the second quarter.
Speaking of the overall global smartphone market, Q1 2025 sales increased by 3% compared to the same period last year. This growth is mainly due to a subsidy-led demand boost in China. Analysts say that the market may decline in 2025, as there are a lot of economic uncertainties. On top of that, tariffs could lower consumer demand, especially in the US.
“The market got off to a mixed start in 2025, where Q1 saw continued improvement in economic conditions, particularly in emerging markets. But mature markets like North America, Europe, and China showed signs of fatigue after a recovery in 2024,” senior research analyst Ankit Malhotra said.
