Apple has become the world’s number-one smartphone brand for the first quarter of 2025, beating Samsung.The unexpected boost for Apple came from the iPhone 16e, which performed well in markets where Apple didn't usually sell a lot of iPhones.Samsung grabbed 18% of the market and saw improvement in numbers, especially with the release of the Galaxy S25 'Ultra' models.Other brands like Xiaomi, OPPO, Vivo, Huawei, HONOUR, and Motorola are also rising in the smartphone market.