The iPhone remains the most coveted tech platform. According to a recent Counterpoint Research report, iPhone sales increased 15% year-over-year during the months of April and May . This growth represents Apple’s best two-month performance for this period since the pandemic. Thus, the device has found a way to stand out in an increasingly competitive market.
The reasons for this growth come primarily from two of Apple’s largest and most important markets: the United States and China. Both have registered positive year-over-year growth, reversing a three-year trend of declines during a period that has historically been unattractive for the company.
The iPhone consolidates its position in key markets for Apple.
The performance in China is particularly noteworthy, as Apple took first place in sales during the month of May. This marks a significant shift, especially after the Cupertino company recently experienced a loss of market share to local competitors like Huawei.
According to Ivan Lam, a senior analyst at Counterpoint Research, the iPhone’s promising performance in the second quarter will depend, as always, on the dynamics in these two key markets. Sales in the United States could reflect consumer concerns about potential tariffs, while the boost in China could be related to government subsidies and promotional offers that initially didn’t target Apple, but which the company ultimately managed to reverse.
This growth is also due to Japan, a market that continues to show strong demand for the iPhone. In this country, the iPhone 16e has proven especially popular. Its more affordable price and compact size have resonated with Japanese consumers, who often prefer smaller devices.
This trend was already coming in the first quarter of 2025, when the iPhone 16e ranked sixth worldwide in its first full month of sales. Despite being priced higher than the 2022 iPhone SE, the 16e is expected to outperform its predecessor in its first year, thanks to its significant technological improvements and a broader set of features.
It’s worth noting that, alongside the 16e, Apple has also maintained strong sales of its base model, the iPhone 16, and even the older iPhone 14, demonstrating the breadth of its appeal across different price segments.
On the other hand, India continues its steady growth trajectory, a market where Apple is actively expanding its production and presence. This surge in global demand suggests that generative artificial intelligence (AI) is not yet the deciding factor for most smartphone purchasing decisions. This situation gives Apple valuable time to more deeply integrate Apple Intelligence into its platforms and improve Siri’s capabilities, which are still struggling to match those of its competitors.
Considering the external environment, Apple‘s price, design, and ecosystem proposition remain key drivers of demand. And it still has room to capitalize on future innovations in AI, maintaining its dominance in the industry and reinforcing the perception that the iPhone is the best smartphone today.
