The iPhone 16e seemed like a stumble. In the end, it was decisive in helping Apple achieve a sales milestone never before seen in its history.

Apple leads global mobile sales for the first time in the first quarter
The overall market grew 3%, driven by strong momentum from China and other countries
But the trade war and tariffs threaten the sector for the rest of the year

Xiaomi, for its part, maintains its third place with sustained growth. Its evolution has been progressive: in the first quarter of 2023, it held a 12% market share, in 2024 it rose to 13%, and at the start of 2025, it reached 14%. Although its position has not changed, the constant improvement in market share reflects an upward trend that is difficult to ignore.

An unusual launch. A key part of understanding Apple’s leadership this quarter is the launch of the iPhone 16e. The device was announced on February 19 and arrived in stores just a week later. Although it’s unusual to see new iPhones at this time of year, there are precedents: the original iPhone SE was launched in March 2016, and the third generation also launched in March, but in 2022.