It turns out the iPhone 16e was key to Apple’s success after all

Apple has finally achieved what it had never done before: becoming the top global smartphone seller during a first quarter. According to data from Counterpoint Research, the company led the market from January to March 2025 with a 19% share, surpassing Samsung and consolidating its lead with help from an unexpected ally—the iPhone 16e.

A surprising launch strategy

What helped Apple this time wasn’t just its brand power. The early-year launch of the iPhone 16e broke tradition and boosted momentum. Announced on February 19 and released just a week later, this new model entered a window where Apple rarely competes. While some questioned its timing, the strategy paid off. The last time Apple released iPhones in Q1 was with the SE series—now, the 16e follows that same successful path.

A controversial model with strong results

Though the iPhone 16e has sparked debate over its price-to-performance ratio, its performance in emerging markets has been exceptionally strong. It’s designed to be more affordable while still supporting Apple Intelligence features—an edge that has drawn consumers looking for future-proof technology at a lower entry cost. Despite criticism, its market traction was immediate and robust.

Global demand shifts in Apple’s favor

The first quarter of 2025 saw global smartphone sales grow 3%, largely driven by China and emerging regions like India, Southeast Asia, and Latin America. Apple capitalized on this trend better than competitors, especially as Samsung stumbled with a 5% drop in units sold. With Xiaomi maintaining third place, Apple’s surprise move solidified its temporary lead.