After trailing the South Korean tech giant in recent quarters, Apple has reclaimed its number one position, driven by stronger-than-expected iPhone sales and robust global demand.
The global smartphone market saw a 3% year-over-year growth in the first quarter, with emerging regions such as Latin America, the Asia-Pacific, and the Middle East & Africa driving the bulk of that increase.
These markets benefited from recovering economies, improved access to financing, and increasing smartphone penetration, contributing to the overall uptick in shipments.
Apple’s resurgence was helped in large part by a major sales push in January. A temporary consumer subsidy programme in China provided a timely boost, incentivising purchases and making high-end devices more accessible to a broader range of buyers.
Despite continued global economic headwinds, China’s contribution helped stabilise the industry, countering the underwhelming performance seen in more mature markets like the US and Europe.
The iPhone 15 series, particularly the Pro models, maintained strong traction in global markets thanks to Apple’s continued emphasis on premium hardware and software integration.
The company’s ecosystem lock-in strategy — where users are drawn deeper into Apple services and products — remains a powerful sales driver.
Samsung, meanwhile, faced softer-than-expected demand for its mid-range and budget models, especially in regions where price sensitivity remains a key factor.
Although the company saw some success with its Galaxy S24 lineup, it wasn’t enough to hold onto the top spot as Apple capitalised on strategic timing and a solid brand premium.
Counterpoint’s data reflects a broader trend in the smartphone sector — while the overall market is still in recovery mode post-pandemic and post-chip crisis, major shifts in regional demand and brand loyalty continue to reshape the competitive landscape.
More detailed insights from the full quarterly report are expected soon, which may shed further light on Apple’s market gains and whether it can maintain this lead in the quarters to come.