Samsung Electronics Maintains Lead in Smartphone Market Share... 1% Difference with Apple

Samsung Electronics ranked first in smartphone shipments in the first quarter of this year, fueled by the success of the Galaxy S25 lineup.



However, the gap with second-place Apple narrowed from 4% in the first quarter of last year to 1%.



Customers line up in a long line at Samsung's Gangnam store on the first day of the Galaxy S25 series pre-sale. [Photo = Samsung Electronics]



According to market research firm Canalys on the 30th, Samsung Electronics maintained its lead by shipping 60.5 million units this year, fueled by the launch of its latest flagship model and price-competitive A series new products. Its market share was 20%.



Apple, which shipped about 55 million units in the first quarter of this year, followed Samsung Electronics with a 19% market share. Canalys explained that this was the result of emerging markets in the Asia-Pacific region and growth in the United States.



While Samsung's market share remained the same as the same period last year, Apple's increased by 3 percentage points compared to last year (16%).



Smartphone Market Share by Brand in Q1 2025 [Photo = Canalys]



Xiaomi shipped 41.8 million units and took third place with a 14% market share. Canalys evaluated that "it has strengthened its brand in mainland China and emerging overseas markets by leveraging its diverse product ecosystem."



Chinese smartphone brands Vivo and Oppo took fourth and fifth place with shipments of 22.9 million and 22.7 million units, respectively.



In the first quarter of this year, the global smartphone market grew slightly by 0.2%, with shipments reaching 296.9 million units.



By region, the U.S. smartphone market grew by 12% year-on-year. The Chinese smartphone market grew due to government subsidies, while Africa maintained growth by benefiting from active retail activities and the smartphone industry's active market expansion efforts.



"Major smartphone brands have yet to adjust their annual shipment targets despite the weak first quarter results," said Toby Zhu, senior analyst at Canalys. "They are optimistic about a market recovery in the second quarter and the second half of the year." He added



that some regions, such as Southeast Asia and Latin America, had already shown signs of gradual recovery in March, with confidence boosted by declining inventory levels and the launch of new mid- to low-end products throughout the year.





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