After a two-year absence from the top, Apple’s iPhone 16 has reclaimed its place as the world’s most-sold smartphone during the first quarter of 2025, according to Counterpoint Research’s latest handset tracker. Apple didn’t just lead the pack—it flooded it, placing five models among the global top 10 for the fifth March quarter in a row. Samsung, by comparison, fielded one fewer device than it did during the same period last year.
The broader rankings held steady in terms of overall market share. But one notable shift was the rising contribution of ultra-budget devices—specifically those priced below $100—which gained ground within the top 10.
Apple’s flagship base model found solid traction in regions like Japan and MEA (Middle East and Africa), with Japan standing out for its steep rise in iPhone 16 adoption. A mix of improved local economic sentiment and newly adjusted subsidy policies worked in Apple’s favor, reinforcing the brand’s positioning and value proposition in that market.
Further down the rankings, Apple’s high-end offerings—namely the iPhone 16 Pro Max and 16 Pro—held the second and third spots. However, those models faced resistance in China, where local subsidies favored cheaper alternatives under 6,000 yuan (roughly $833), and where domestic players like Huawei continued gaining ground in the premium tier. Still, Apple’s Pro line held firm, accounting for nearly half of all iPhones sold globally for the third quarter straight.
Apple’s newest wildcard, the iPhone 16e, made a strong first impression. It landed in sixth place globally after just one full month on shelves. Despite costing more than the 2022 iPhone SE, the 16e is expected to surpass that model’s early performance, helped by a more capable hardware package and broader appeal among budget-conscious upgraders.
Over on the Android side, Samsung saw its Galaxy S25 Ultra settle into the seventh slot. That was a drop from the S24 Ultra’s fifth-place finish last year, though this wasn’t a sign of weak demand. Instead, the newer model had a shorter time on the market during Q1. Still, the S25 series made an impact, contributing a quarter of Samsung’s total smartphone sales for the month it was available. The Ultra also underscored Samsung’s deeper push into AI integration—especially with Gemini-powered features now embedded across the experience.
Samsung also saw a boost in the midrange segment. The Galaxy A16 5G took fifth place, climbing one rung higher than the A15 5G had in 2024. Sales jumped 17% year-over-year, powered by wider distribution—particularly in North America, which alone made up a third of the model’s global sales. The phone also gained steam in Asia-Pacific, Latin America, and MEA, all regions where 5G adoption at lower price points continues to accelerate.
In the entry-level arena, Samsung’s Galaxy A06 quietly became a success story. It jumped four positions compared to its predecessor’s showing last year. Its gains were part of a broader lift in demand for low-cost phones, which saw sharp growth across all emerging regions. MEA, APAC, and LATAM drove roughly 75% of A06 sales. As prices for components fell, the sub-$100 category became the fastest-growing segment in the first quarter, capturing close to 20% of all smartphones sold worldwide.
Meanwhile, Xiaomi held firm as the only brand outside the Apple–Samsung duopoly to place a device in the top 10. The Redmi 14C 4G outpaced its predecessor with a 43% year-over-year increase in sales, largely thanks to strong performance in price-sensitive markets like MEA and LATAM. Xiaomi’s formula of solid specs at aggressive pricing continues to resonate in those regions.
Looking ahead, even with geopolitical uncertainties and trade headwinds, analysts expect the top-10 rankings to remain stable. As brands double down on premium devices, consumer demand is increasingly being driven by cutting-edge features and ecosystem advantages—not just price.
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The broader rankings held steady in terms of overall market share. But one notable shift was the rising contribution of ultra-budget devices—specifically those priced below $100—which gained ground within the top 10.
Apple’s flagship base model found solid traction in regions like Japan and MEA (Middle East and Africa), with Japan standing out for its steep rise in iPhone 16 adoption. A mix of improved local economic sentiment and newly adjusted subsidy policies worked in Apple’s favor, reinforcing the brand’s positioning and value proposition in that market.
Further down the rankings, Apple’s high-end offerings—namely the iPhone 16 Pro Max and 16 Pro—held the second and third spots. However, those models faced resistance in China, where local subsidies favored cheaper alternatives under 6,000 yuan (roughly $833), and where domestic players like Huawei continued gaining ground in the premium tier. Still, Apple’s Pro line held firm, accounting for nearly half of all iPhones sold globally for the third quarter straight.
Apple’s newest wildcard, the iPhone 16e, made a strong first impression. It landed in sixth place globally after just one full month on shelves. Despite costing more than the 2022 iPhone SE, the 16e is expected to surpass that model’s early performance, helped by a more capable hardware package and broader appeal among budget-conscious upgraders.
Over on the Android side, Samsung saw its Galaxy S25 Ultra settle into the seventh slot. That was a drop from the S24 Ultra’s fifth-place finish last year, though this wasn’t a sign of weak demand. Instead, the newer model had a shorter time on the market during Q1. Still, the S25 series made an impact, contributing a quarter of Samsung’s total smartphone sales for the month it was available. The Ultra also underscored Samsung’s deeper push into AI integration—especially with Gemini-powered features now embedded across the experience.
Samsung also saw a boost in the midrange segment. The Galaxy A16 5G took fifth place, climbing one rung higher than the A15 5G had in 2024. Sales jumped 17% year-over-year, powered by wider distribution—particularly in North America, which alone made up a third of the model’s global sales. The phone also gained steam in Asia-Pacific, Latin America, and MEA, all regions where 5G adoption at lower price points continues to accelerate.
In the entry-level arena, Samsung’s Galaxy A06 quietly became a success story. It jumped four positions compared to its predecessor’s showing last year. Its gains were part of a broader lift in demand for low-cost phones, which saw sharp growth across all emerging regions. MEA, APAC, and LATAM drove roughly 75% of A06 sales. As prices for components fell, the sub-$100 category became the fastest-growing segment in the first quarter, capturing close to 20% of all smartphones sold worldwide.
Meanwhile, Xiaomi held firm as the only brand outside the Apple–Samsung duopoly to place a device in the top 10. The Redmi 14C 4G outpaced its predecessor with a 43% year-over-year increase in sales, largely thanks to strong performance in price-sensitive markets like MEA and LATAM. Xiaomi’s formula of solid specs at aggressive pricing continues to resonate in those regions.
Looking ahead, even with geopolitical uncertainties and trade headwinds, analysts expect the top-10 rankings to remain stable. As brands double down on premium devices, consumer demand is increasingly being driven by cutting-edge features and ecosystem advantages—not just price.
Read next:
• AI Tool 'YouTube-Tools' Scrapes Comments to Build User Profiles, Raising Privacy Alarms
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