The first quarter is often dominated by Samsung thanks to its new Galaxy models. But this year, Apple has surprised everyone by taking the lead in the global market. This unprecedented performance could change the balance between the two giants.
Every quarter, specialized institutes publish reports on the market shares of the largest smartphone manufacturers. Apple and Samsung are almost always at the top of the rankings, often very close. But the beginning of the year is historically favorable to the South Korean giant, which takes advantage of the launch of its Galaxy S models to boost its sales. However, at the start of 2025, the dynamic seems to be reversing. Several reports indicate that the Cupertino company has gained the advantage over its competitor.
According to Counterpoint Research, Apple reached 19% market share worldwide in the first quarter of 2025, compared to 18% for Samsung. This is the first time that the Apple brand has taken the lead at this time of year. This success can be explained by the good reception of the iPhone 16 in key markets such as India and Japan. The American firm is also benefiting from an aggressive expansion strategy in emerging countries, where it is gaining ground against Android brands. Samsung, for its part, has had a more timid start to the year despite the launch of the Galaxy S25.
Samsung cedes first place in smartphone sales to Apple in a strategic quarter
This change is important, as the first quarter is a key indicator for the rest of the year. If Apple takes the lead so early, it can influence future sales, investor confidence, and business strategies. Other analysts like Canalys and IDC still give Samsung a slight lead, but all praise the American manufacturer's exceptional performance. The manufacturer is said to have benefited from strong anticipated demand linked to fears of customs duties in the United States and logistical problems in Asia.
Samsung is not in crisis, but this loss of leadership shows that competition is fiercer than ever. In addition to a less favorable launch schedule, the brand has also been criticized for the difficult deployment of One UI 7, which may have put off some buyers. Xiaomi, still solid in third position, continues to progress thanks to China and its move upmarket. If this trend continues, 2025 could be a pivotal year in the global market hierarchy.
Source: Counterpoint Research
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