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In the first quarter of 2025, the iPhone 16 was the best-selling smartphone worldwide, according to a recent report from Counterpoint Research. This marks the first time since 2022 that a base iPhone model has topped the global sales charts. Particularly striking is that the iPhone 16e, a new, more affordable model, is selling better than the SE ever before.
The sales figures clearly demonstrate Apple's continued strong position in the smartphone market. Between January and March 2025, the company placed five of the ten best-selling models worldwide. Samsung took four places, and Xiaomi one. Despite regional challenges, for example, in China, Apple continues to assert itself as the dominant brand.
iPhone 16 leads worldwide – strong in Japan and Africa
The iPhone 16 was the world's best-selling smartphone in Q1 2025. Sales were particularly high in Japan and the Middle East and Africa. In Japan, improved economic conditions and new subsidy rules from mobile operators ensured that many buyers opted for the iPhone 16. Demand for the base model also increased significantly in Africa and the Middle East.
Pro models remain strong – with weaknesses in China
Following directly behind the iPhone 16 are the iPhone 16 Pro Max and the iPhone 16 Pro in second and third place, respectively. These models remain in demand worldwide, but are facing headwinds in China. There, government incentives for devices under 6,000 CNY (approximately 833 USD) are helping local manufacturers like Huawei regain market share.
iPhone 16e surprisingly successful
The new iPhone 16e deserves special attention. It's cheaper than the other models, but offers a more modern design and an expanded range of features. In March 2025—the first full month after its launch—the 16e reached number six on the global bestseller list. According to analysts, it could even significantly surpass the SE in the coming quarters.
Samsung with mixed results
Samsung had four devices in the top 10. The Galaxy A16 5G reached fifth place, driven by strong demand in North America, Latin America, and the Asia-Pacific region. The Galaxy A06, an affordable entry-level model, climbed four places, benefiting from the rising demand for smartphones under $100. The Galaxy S25 Ultra was less successful, landing only in seventh place, two places behind the S24 Ultra in the same period last year. The decline is primarily attributed to the later market debut of the S25 series, which shortened the sales window during the quarter.
Xiaomi remains competitive
Xiaomi secured a spot in the top 10 with the Redmi 14C 4G. The device recorded a 43 percent year-on-year sales increase. It was particularly popular in the Middle East, Africa, and Latin America. The success of the 14C demonstrates that Xiaomi remains competitive with affordable devices with useful features – similar to the wearables segment.
Market trend: Affordable smartphones are gaining importance
Another finding of the report: The market segment for affordable smartphones under $100 was the fastest-growing segment in the first quarter of 2025. It accounted for approximately 20 percent of all smartphone sales worldwide. This was due, among other things, to improved supply and increasing demand in emerging markets.
Apple dominates the market – with high-end and budget models
The iPhone 16 took the lead worldwide in Q1 2025, outpacing not only the Pro models but also competitors from Samsung and Xiaomi. The new iPhone 16e, in particular, demonstrates that Apple is reaching new customer segments with affordable yet powerful devices. Despite headwinds in China, Apple remains the global leader – in both the premium and entry-level segments. (Image: Shutterstock / Framesira)
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