iPhone 16 Leads Global Smartphone Sales in 1Q25

Apple’s iPhone 16 was the world’s best-selling smartphone in the first quarter of 2025, according to Counterpoint Research. This also marked the return of the iPhone series’ base variant to the top spot in the first quarter after a gap of two years.

Apple maintained its strong presence in the top-10 list, securing five spots for the fifth consecutive March quarter. Meanwhile, Samsung featured one fewer model compared to the same period last year. While the top 10 smartphones’ share in overall global sales remained stable, the low-end (<$100) smartphones in the top 10 saw an increase in their contribution.

The iPhone 16 performed well in Japan and the Middle East and Africa (MEA), with Japan recording the highest growth in base variant sales. Improved economic conditions and revised subsidy regulations favored Apple's pricing strategy and ecosystem, further strengthening its appeal in the Japanese market.

The iPhone 16 Pro Max and iPhone 16 Pro ranked second and third in the list, respectively. The Pro series faced challenges in China due to government subsidies favoring sub-CNY 6,000 (~$833) devices and strong competition in the country’s premium segment from OEMs like Huawei. Despite this, Pro models continued to account for nearly half of Apple’s total iPhone sales for the third consecutive quarter.

The iPhone 16e made a strong debut, securing the sixth spot in the global top-10 list for March 2025, its first full month of sales. Despite a higher price compared to the SE 2022, the 16e is expected to outperform its predecessor during its first year. This success will be largely driven by its significant technological advancements and expanded feature set.

Samsung’s Galaxy S25 Ultra secured the seventh spot in 1Q25, down from the fifth spot held by the S24 Ultra in 1Q24. This shift was primarily due to a shorter sales window for the S25 Ultra during the quarter. Despite the limited availability, the S25 series delivered steady results, contributing one-fourth of Samsung’s total smartphone sales in its active sales month.

The Galaxy A16 5G ranked fifth in 1Q25, moving up one position from the Galaxy A15 5G’s ranking last year. The model recorded a 17% YoY growth, supported by wider availability in markets such as North America, where it launched in January 2025. The Galaxy A06 saw strong growth, climbing four spots in the top-10 list compared to its predecessor in 1Q24. Xiaomi’s Redmi 14C 4G was the only model outside of Apple and Samsung to make it to the global top-10 list. It achieved an impressive 43% growth over the Redmi 13C 4G.

Going forward, despite ongoing tariff tensions and broader market uncertainties, the share of the top 10 best-selling smartphone models is expected to remain relatively stable. This resilience is supported by OEMs increasingly focusing on high-end smartphones where consumer interest is driven by premium features.