Apple hits Samsung where it hurts the most: the iPhone 16e leads global Q1 sales for the first time.
This shift reinforces the trend already observed in 2024. In last year’s ranking of the ten best-selling smartphones, Apple included six models from the “premium” segment, while Samsung was present with mainly mid-range models, such as the Galaxy A15 5 G. The success of the iPhone 16e in Q1 2025 confirms that there was a “need” for a more affordable iPhone that still retains the Apple seal.
The role of the iPhone 16e: a strategic shift
The launch of the iPhone 16e in February broke Apple’s traditional pattern, which typically pushes iPhone launches to September, or March in the case of the iPhone SE. This time, the company decided to get ahead of its game and compete early to win a quarter that historically favored Samsung.
The gamble paid off. According to Counterpoint Research’s analysis, the iPhone 16e had a significant impact in markets like Japan, India, the Middle East, and Africa, where Apple experienced significant growth. Meanwhile, Samsung launched its long-awaited Galaxy S25, but Apple still managed to take the lead with the entire iPhone family.
The report shows that Apple held onto a 19% global market share during Q1 2025, while Samsung fell to 18%. This decline by Samsung… And in such a competitive market, staying on top is as difficult as growing. So the simple fact that Apple has “held” its position is a victory.
Data from 2024 had already warned of Apple’s influence in the global market. The ranking of the ten best-selling smartphones that year shows a clear advantage for the American company in the premium segment. Samsung, however, enters the ranking of the best-sellers, but with mid-range models like the Galaxy A15. The brand’s only premium device on this list was the Galaxy S24 Ultra, which ranked seventh.
With the arrival of the iPhone 16e, Apple is joining the mid-range market (from an Apple perspective and price perspective). But it seems to have worked. With a price of 709 euros in the Apple Store, it can’t exactly be considered a mid-range model. But it is several hundred euros below its siblings, the iPhone 16 or iPhone 16 Pro. For someone who was already considering upgrading or renewing their iPhone, it was the push they needed. And considering the data, it was an iPhone that was eagerly awaited.
Looking to the future: the iPhone 17 as a promise of innovation
After the impact of the iPhone 16e, expectations are already pointing to the upcoming launch of the iPhone 17. This model only promises to strengthen Apple’s position in the premium market, which serves it so well. According to leaks, the iPhone 17 Air will be the brand’s thinnest model in history, and the Pro models will feature revolutionary cameras for the brand.
For Samsung, this quarter represents a significant challenge. Its decline reflects the pressure from its competitors. It competes not only with Apple but also with other Android brands . The coming months will be decisive in determining whether this change continues or if the South Korean giant manages to reverse the trend. For now, it’s clear that the strategic launch of the iPhone 16e has been key to taking Apple to the top.
