Apple leads the global smartphone market in the first quarter of 2025 thanks to the iPhone 16e, but this version accounts for less than 5% of iPhone sales in Vietnam.
According to newly released data from Counterpoint Research, Apple accounted for 19% of the global smartphone market share in the first three months of the year, ahead of Samsung (18%) and Xiaomi (14%). This result is surprising because Apple usually only peaks in the fourth quarter after launching the new generation iPhone in September every year, while Samsung usually tops the first quarter thanks to the Galaxy S series.
Statistics show that Apple's success comes from the iPhone 16e, a new model that went on sale at the end of February, along with expanding its presence in some emerging markets. The iPhone 16e also shows that Apple is changing its sales cycle to compete directly with Samsung and Android phone manufacturers.
However, the changes in the global market are not the same as in Vietnam. Representatives of major retail systems estimate that iPhone 16e sales account for less than 5% of total iPhone sales over the past month. This level is not equal to iPhone 16 and 16 Plus, with 10-20% of iPhone 16 generation sales in the late 2024 period.
"The iPhone 16e caused curiosity when it was first launched, but did not significantly impact the shopping trends of Vietnamese users. The majority still chose the Pro, Pro Max, or older models in the same price range," said a retail system.
A representative of another store said that the iPhone 16e's failure to create a fever was predicted. The product's sales were "stable", not high but not too low. The device mainly provided more options for users who love Apple products at a price range of under 17 million VND, besides the iPhone 15 or iPhone 14, instead of creating a sales boost.
The preference of Vietnamese people for more expensive models is not new. Last year, the standard iPhone 15 was the best-selling smartphone globally according to Counterpoint Research's rankings. However, in Vietnam, the device had lower sales than the Pro, Pro Max lines, and was not even in the top 10 best-selling phones of some retail systems.
The iPhone 16e is an upgrade of the iPhone SE 3 but uses a new name, making the device the cheapest "member" of the iPhone 16 generation. In terms of configuration, the device has some points that are inferior to Android competitors in the same price range, such as a 60 Hz screen, but it still has its own strengths with the iOS operating system, strong ecosystem, compact design, and long battery life.