Apple is no longer the world leader in cell phone sales: how the brand rankings stand

The needle measuring global fluctuation in cell phone sales barely moved 0.4% in the first three months of the year. compared to 2024, reaching 301 million units sold .

Rather than an expansionary boom, the slight rebound was explained by stockpiling due to fears of new tariffs . In this cautious scenario, Samsung and Apple are vying for the top spot, while Chinese smartphones are losing momentum.

And although everything seems to indicate that the market will continue to grow, explains the consulting firm IDC, it will do so more slowly , as renewal cycles are completed and "pent-up demand" calms down.

Meanwhile, signals from Washington about possible tariff increases on equipment manufactured outside the US add another layer of concern to the strategic puzzle. For exporters, the equation now mixes tensions, logistical adjustments, and the eternal task of diversifying production.

And while India and Vietnam continue to emerge as the leading candidates to replace China in the assembly line, a 30% tariff hit could quickly deflate expectations in the North American segment.

“Faced with growing geopolitical uncertainty and the looming threat of significant tariff increases on imported goods from China, suppliers have strategically accelerated their production schedules and brought forward shipment volumes,” warns Francisco Jerónimo, vice president of devices at IDC.

Amid the crossfire, Samsung is quietly trying to dodge tariffs, Apple is fine-tuning its logistics with surgical precision while keeping an eye on its Asian factories, and Xiaomi is continuing to release models as if there were no tomorrow. Amidst limitations, adjustments, and counterattacks, the trio continues to lead the rankings, each with its own style: pragmatic Korean, obsessive Californian, and bold Chinese.

In China, the government is ready to inject nitro into consumption: it's preparing subsidies to boost the Android ecosystem and pamper its local manufacturers. On the other side of the planet, in the United States, the market has its own shield: since cell phones are mostly purchased through carriers, the impact of the crisis feels more like a thud than an earthquake.

“Right now, mobile phone brands should focus on taking advantage of the exemption to manufacture and ship as many devices as possible. The flip side is the possibility that economic uncertainty will dampen consumer demand in the coming months,” said Anthony Scarsella, research director at IDC.

After some setbacks, it regained the top spot in the global rankings, with more than 60 million units shipped and a 20.1% market share, according to IDC data. This improvement—supported by the positive reception of its new generation of devices—helped consolidate its position against rivals like Apple and Xiaomi.

The flagship Galaxy S25 Ultra was one of the driving forces behind this success, standing out for its improved periscope zoom camera, next-generation AMOLED display, and new AI-powered features.

Its aesthetic commitment came with the Galaxy S25 Edge, touted as the world's thinnest smartphone: 165 grams, 5.8 millimeters thick, and 30% thinner and 25% lighter than the S25 Ultra.

At the same time, the company strengthened its presence in the mid-range with the Galaxy A56 and A36 models, maintaining its strategy of offering devices for all profiles and price ranges.

This combination of technological innovation, attractive design and portfolio diversification allowed Samsung to consolidate its return to leadership in a context of fierce competition and moderate demand .

It recorded its best first quarter (Q1) in its history, with more than 58 million units shipped globally, representing a market share of 19.5% , just behind Samsung, whose lead is just 0.6% .

Part of this volume is explained by an early buildup of inventory in anticipation of potential tariff increases in key markets such as the United States or a possible delay in the launch of the iPhone 17.

Despite the slowdown in the premium segment, Apple managed to sustain demand thanks to the strength of its closed ecosystem, one of its strategic pillars reaffirmed during the Apple Worldwide Developers Conference (WWDC) 2025.

The event reinforced the company's commitment to seamless integration between hardware and software, with seamless experience across devices like iPhone, Mac, iPad, and Apple Watch, powered by services like iCloud, Apple One, and new AI features.

This arrangement, which combines vertical control with a unified experience, remains a key competitive advantage over manufacturers that rely on open operating systems and fragmented hardware . Furthermore, the company continues to bolster its profitability through a premium approach, without compromising on price, even in a complex global environment.

Although it lost some of its momentum, it remained the third-largest manufacturer during the first quarter of 2025, with approximately 42 million units shipped and a 13.9% market share.

Although it hasn't managed to come close to the waterline of Samsung and Apple, the company continues to strengthen its position in emerging markets, where it combines competitive prices with a robust technological offering.

Xiaomi's growth, along with other Chinese brands such as Vivo and OPPO, was driven in part by state subsidies in China, an advantage that allowed them to sustain high volumes despite an adverse macroeconomic environment.

The most impressive new release is the Xiaomi 15 Ultra, which positioned itself as one of the most complete phones. Equipped with a camera system developed in collaboration with Leica, 120x digital zoom, and a 1-inch sensor, the device was acclaimed for its photographic performance.

Despite being perceived as an affordable brand, Xiaomi managed to combine high-end hardware—top-of-the-range processors, UHD displays, and fast charging—with lower prices than its direct competitors. This has secured a loyal user base in regions like Southeast Asia, India, and Europe, and it plans to remain a relevant player in the global race.