While the global smartphone industry faced declining sales and shifting consumer trends, Apple and vivo stood out as the only top brands to grow their revenue in the first quarter of 2025, according to Counterpoint Research.
Beyond the top five brands, Google, Motorola, and Huawei also saw revenue increases, attracting buyers despite the industry slowdown.
Apple and vivo defy market trends
Apple saw a 12% year-over-year (YoY) increase in iPhone shipments, strengthening its hold on the premium smartphone market. A big part of this success was the iPhone 16e, which continued to sell well despite economic challenges.
Although Apple’s average selling price (ASP) dropped 9% YoY, its high shipment numbers kept revenue steady. Apple’s ability to maintain demand highlights its smart inventory management and strong brand loyalty.
Unlike most other major smartphone brands, vivo increased its revenue in Q1 2025, particularly in India, according to Counterpoint Research. The company’s focus on mid-range and premium smartphones helped it stay competitive.
Samsung remains the global leader in smartphone shipments. However, its revenue declined as its average selling price (ASP) dropped 7% year-over-year (YoY), driven by a more diverse mix of devices in its portfolio.
OPPO was the only brand among the top five OEMs to achieve ASP growth, thanks to a higher number of premium models in its lineup.
The smartphone market continues to shift toward premium models, with the average selling price (ASP) reaching $364, based on Counterpoint Research’s report. However, trade policies and supply chain issues could impact future sales.
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