Samsung Electronics Co. has regained its position as the world’s top smartphone vendor in the first quarter, outpacing Apple Inc. despite the US company’s aggressive push to front-load shipments ahead of tariff hikes.
According to market research firm Counterpoint Research on Thursday, the South Korean tech giant captured a 20% share of global smartphone shipments during the three months to March, edging out Apple at 19%.
China’s Xiaomi trailed in third place with 14%, followed by Chinese rivals Oppo and Vivo with 8% each.
According to Counterpoint, the real beneficiary of China’s subsidies appears to be Huawei, which was the fastest-growing brand during the quarter and has now captured the pole position in China’s market.
Apple, which typically dominates the fourth quarter following its annual September iPhone release, had overtaken Samsung at the end of 2024, securing a 23% share to Samsung’s 16%. Outside of the holiday quarter, however, Samsung has consistently led the global market.
APPLE’S RARE MOVE
In a rare move, Apple launched a new model – the iPhone 16e – in February and ramped up shipments by 14% in the first quarter from a year earlier.
The push came as Washington considered broader tariffs on Chinese-made goods, prompting Apple to operate its Indian manufacturing lines through weekends and ship an estimated $2 billion worth of iPhones to the US in March alone, equivalent to the combined volumes of January and February.
“Samsung became the top vendor again in the first quarter, helped by increased shipments following the launch of its Galaxy S25 series and a refresh of the A series in the entry-to-mid-tier price bands,” said Jene Park, senior analyst at Counterpoint. “It was rare for Apple to have a new product launch in the first quarter, but the new iPhone 16e helped the brand gain share in certain markets like Japan.”
With a renewed product pipeline and AI-powered innovation, Samsung aims to strengthen its grip on the global smartphone market amid intensifying competition and evolving geopolitical risks, analysts said.
GALAXY S25: FASTEST-SELLING FLAGSHIP MODEL
The Galaxy S25 series, powered by advanced artificial intelligence features, has become Samsung’s fastest-selling flagship ever in its home market.
The premium Galaxy S25 Ultra has also topped rankings in US Consumer Reports and leading consumer publications across the UK, Italy, Spain and five other European markets.
Samsung is intensifying its focus on AI to bolster its smartphone business, positioning itself as a leading “AI phone” brand.
The company is building out its Galaxy AI ecosystem by integrating global AI models, including Google Inc.’s Gemini and potentially a new AI assistant from search start-up Perplexity, according to Bloomberg News.
Looking ahead, Samsung is set to expand its portfolio with the ultra-slim Galaxy S25 Edge in the second quarter and new foldables later in the year.
The Edge model, measuring just 5.8 mm thick, is expected to debut as early as May in Korea and China.
By Eui-Myung Park
uimyung@hankyung.com
In-Soo Nam edited this article.
