Apple’s iPhone 16 was the world’s best-selling smartphone in Q1 2025. 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, according to Counterpoint Research’s Global Handset Model Sales Tracker.
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.
Apple’s 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 Q1 2025, down from the fifth spot held by the S24 Ultra in Q1 2024. This shift was primarily due to a shorter sales window for the S25 Ultra during the quarter.
The Galaxy A06 saw strong growth, climbing four spots in the top-10 list compared to its predecessor in Q1 2024. This growth was part of a broader surge in low-end smartphone demand across all regions.
Markets such as the MEA, APAC and LATAM contributed to three-fourths of global sales in this segment. As the supply of low-cost components eased, the segment became the fastest-growing segment in Q1 2025, capturing nearly 20% of total global smartphone sales.
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% YoY growth over the Redmi 13C 4G. Most of its sales came from emerging markets, particularly the MEA and LATAM, underscoring Xiaomi’s strength in value-driven segments.