Counterpoint Research: Global iPhone sales increased 15% year-on-year in April-May, with the US and Chinese markets as the main driving force

The Zhitong Finance App learned that according to preliminary data from Counterpoint Research's latest “Global Smartphone Monthly Sales Report”, global iPhone sales increased 15% year-on-year in April-May 2025, and also set a record for the highest market share in this period since the post-pandemic era. The US and China, as Apple's two key markets, were the main drivers of market growth during this period, ending the downward trend of the off-season sales in the past three years and achieving positive year-on-year growth for the first time.

The performance of the Chinese market was particularly outstanding. Apple returned to the top of the market share list in May. After experiencing continuous decline in share and fierce competition with brands such as Huawei, the situation was finally reversed.

Apple's steady performance in the two core markets of the US and China is supported by strong double-digit growth in the high-end markets of Japan, India, and the Middle East.

Ivan Lam, senior analyst at Counterpoint Research, pointed out, “Although the iPhone's performance in Q2 2025 is currently improving, just like before, everything still depends on trends in the US and Chinese markets. Looking at the June dynamic data, we have two concerns: Has the US recently purchased mobile phones in advance due to tariff anxiety? Will China's government subsidy policies and promotional offers help further stimulate iPhone consumer demand?” These two major trends are indeed providing strong impetus for Apple's global iPhone sales.

Jeff Fieldhack, research director at Counterpoint Research, analyzed: “The current recovery in iPhone demand in the Chinese and US markets, particularly in the Chinese market, shows that for most consumers, Agentic AI has not yet become a key factor affecting purchases, let alone users interested in switching iPhones. Judging from the information released by WWDC and overall market trends, it can be said that Apple has successfully secured a critical window period and is expected to launch Siri upgrades and breakthrough experiences in the future.”

At the same time, demand for iPhones in the Japanese market has also clearly rebounded.

Yoko Miyashita, a Japanese analyst at Counterpoint Research, said, “Japan also ushered in an iPhone consumer boom this year. The newly launched iPhone 16e continues the successful path of the iPhone SE in the past, and is favored by Japanese consumers with its small screen design. The new model is equipped with Apple Intelligence at an affordable price. Coupled with a minimalist design style, it satisfies the consumer preferences of Japanese users very well. We are also concerned that sales of the basic iPhone 16 and the old iPhone 14 have also increased dramatically, and that promotions from operators continue to stimulate consumer demand.”

India is also continuing to expand rapidly. Apple not only positions the most populous country in the world as a manufacturing center, but also sees it as a terminal consumer market with huge potential for growth.

Neil Shah, vice president of research at Counterpoint Research, stated, “The iPhone has become the most desired technology product for Indian tech enthusiasts. More and more smartphone users are seeking a high-end user experience, and the iOS ecosystem continues to attract users to join, ultimately achieving the growth of iPhone users. But this will only drive short-term iPhone sales growth in India; Apple's accessories and services are the key to driving sales growth in the long term.”