Apple is once again making waves in the global smartphone arena. According to the latest figures from Counterpoint Research, the tech giant claimed the top spot in global smartphone sales for Q1, driven largely by the successful launch of the iPhone 16e and strong momentum in markets like Japan and India.
Despite lackluster or even declining numbers in major regions such as the U.S., Europe, and China, Apple still managed to capture a 19% share of the global market, edging just ahead of Samsung, which secured 18%.
Even as Apple ascends the rankings, its grip on Western and Chinese markets is loosening. In China, particularly, Apple faces stiff competition from local tech heavyweights like Huawei, as well as criticism over the iPhone’s lack of artificial intelligence (AI) capabilities—a growing point of focus in the smartphone space.
Still, the resilience of Apple’s brand in emerging markets like India and Japan has helped offset those dips. The popularity of the iPhone 16e, a more affordable yet powerful model, played a key role in attracting a broader user base in price-sensitive regions.
In a move that shows just how seriously Apple is taking the ongoing tariff threats, the company chartered cargo flights carrying 600 tons of iPhones—roughly 1.5 million units—from India to the U.S. This maneuver was part of a strategy to outpace potential U.S. tariffs imposed under President Donald Trump’s shifting trade policies.
While Trump’s administration recently excluded smartphones and other key electronics from fresh duties, providing a temporary breather for Apple, analysts remain cautious. According to Ryan Reith, IDC’s group vice president for worldwide device trackers, “The recent exemption by the U.S. government pausing smartphone import tariffs from China offers temporary relief… but heavy reliance on China’s supply chain persists amid ongoing tariff volatility.”
Reith also added, “Right now, the focus for U.S. smartphone brands should be taking advantage of the exemption by building and shipping as much as possible.”
In a separate report from International Data Corporation (IDC), global smartphone shipments rose 1.5% in the first quarter, indicating slight recovery. Apple’s shipment surge was partially due to front-loading production to cushion against any policy swings.
Nonetheless, Counterpoint warns that the overall smartphone market may still decline this year due to continued tariff-related uncertainty and shifting consumer behaviors.
Beyond Apple and Samsung, other brands continue to jostle for global market share. Xiaomi retained third place with continued sales momentum, while Vivo and OPPO rounded out the top five.
