Samsung Electronics- Apple (CG) (Image courtesy of Yonhap)
SEOUL, April 17, (Korea Bizwire) — Samsung Electronics retained its position as the global leader in smartphone shipments in the first quarter of 2025, according to multiple market research firms. However, a separate analysis based on sales volumes placed Apple in the top spot, raising questions about diverging metrics and the impact of U.S. trade policies on inventory strategies.
Market intelligence firms Canalys, Counterpoint Research, and IDC all reported that Samsung captured around 20% of global smartphone shipments in Q1 2025, outpacing Apple, which held an 18% share. Samsung has now held the shipment lead for two consecutive years during the January–March period.
Yet data released by Counterpoint on April 14 showed Apple led in sales to end-users, with a 19% share versus Samsung’s 18%. Analysts attributed the discrepancy to Apple front-loading shipments in response to anticipated tariff hikes announced by the Trump administration, which triggered a surge in inventory buildup across U.S. retail channels.
“Inventory stockpiling helped Apple mitigate potential supply chain disruptions and cost increases,” IDC noted, suggesting that actual end-user demand may have been overestimated. Canalys analyst Amber Liu added that U.S. trade tensions and rising operational costs prompted companies like Apple, Samsung, and Lenovo to advance shipments into Q1.
The phenomenon was not limited to smartphones. PC makers similarly increased shipments in early 2025, with total desktop and notebook deliveries reaching their highest levels in four years, also in anticipation of tariff-related disruptions.
Traditionally, the industry uses both shipments (devices sent to retailers) and sales (devices sold to consumers) as key indicators. However, shipment data is typically viewed as more reliable due to challenges in tracking final retail transactions, particularly in offline distribution channels.
Despite the nuanced data, Samsung’s Galaxy S25 series, launched in January, was a clear commercial success. The flagship model surpassed 1 million units in domestic sales within just 21 days, the fastest pace in Galaxy series history. The S25 Ultra, in particular, earned top ratings from consumer associations in the U.S. and Europe.
Industry analysts estimate that Samsung’s Mobile Experience (MX) division generated approximately 4 trillion won ($2.9 billion) in operating profit for Q1—its best quarterly result since Q1 2021, when it recorded 4.39 trillion won.
Still, market researchers warned that rising global trade tensions, coupled with weakening consumer demand, could compress margins across the smartphone industry in the coming quarters.
Kevin Lee (kevinlee@koreabizwire.com)
