The first quarter of 2025 saw dynamic shifts in the global smartphone landscape, with emerging trends around brand loyalty, tariff-driven consumer behaviour, and the growing significance of value-oriented models.
In Europe’s top five markets—France, Germany, Great Britain, Italy, and Spain—Android OS expanded its share of smartphone sales year-on-year, primarily fueled by Samsung’s robust performance across its flagship and entry-level offerings. The Galaxy A16, launched in January 2025, has become the brand’s best-selling model across the region. Meanwhile, the Galaxy S25 Ultra stood out as the top performer in France and Great Britain.
Despite this, Apple maintained a strong position, particularly in Great Britain, where iOS devices accounted for 40% of smartphone sales—a 4-point increase year-on-year. The recent launch of the iPhone 16e, aimed squarely at the budget-conscious segment, is seen as a strategic counter to Samsung’s A-series and Google’s Pixel A-series. Google’s Pixel range maintained a steady sales share. The Pixel 8a remains its best-seller in Europe, and the brand is banking on the new Pixel 9a—released in April—to inject fresh momentum into the competitive budget space.
In the United States, the smartphone market continued to expand, with Apple retaining a 50% market share. The iPhone 16 series dominated the rankings, with the base iPhone 16, 16 Pro Max, and 16 Pro occupying the top three best-selling spots. Samsung’s Galaxy S25 Ultra led Android offerings, while Motorola held steady as the second best-selling Android brand. The upcoming launch of its Razr foldable line is expected to target premium users.
Interestingly, the American market is showing signs of accelerated upgrade cycles. US handset sales rose by 1 percentage point year-on-year, with March sales outperforming the same period in 2024 by 2 points. A notable 3-point increase in the number of consumers planning to purchase a new device within the next six months signals a shifting mindset, likely in response to anticipated tariff-related price increases. This creates a window for manufacturers to deploy targeted, value-focused promotions to capture demand.
Asia Pacific markets presented a mixed picture. Australia saw Samsung gaining ground with the S25 Ultra, while Apple’s iOS slipped by 4 points. Oppo surged, thanks to the A80 5G. In Mainland China, domestic brands took centre stage—Huawei reclaimed the top spot, powered by the new Mate 70, while Xiaomi's 15 series also made the top five. Apple maintained solid momentum, accounting for over 20% of sales in the region.
Japan offered further contrasts, with Sharp climbing to second place and Sony falling sharply due to the high pricing of its Xperia 1. Apple remained the market leader, buoyed by strong performance from the iPhone 16 range.
Looking ahead, the competitive landscape is expected to intensify, especially in the budget-friendly segment. With Apple’s iPhone 16e, Samsung’s Galaxy A16, and Google’s Pixel 9a all in the mix, manufacturers must ensure their value propositions resonate with increasingly discerning consumers. The second half of 2025 will test the strength of their device portfolios, as demand for both premium and, especially, entry-level models grow.
While artificial intelligence (AI) remains a minor factor in purchase decisions—fewer than 6% of consumers cite it as a key reason—it still plays a role in brand differentiation. AI features, even when not explicitly sought by users, can add perceived value when bundled at no additional cost. The inclusion of Apple Intelligence on the iPhone 16e and Google’s Gemini on the Pixel 9a exemplify how such features may influence purchasing decisions in a saturated market.
As of May 2025, ongoing tracking of consumer sentiment and purchasing patterns continues to reveal how geopolitical and economic pressures, including tariffs, are shaping smartphone buying behaviour worldwide.
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