Despite a general decline in smartphone sales, Apple has increased its presence among major US wireless carriers by offering a mix of premium and budget-friendly iPhones.
According to Counterpoint Research, US smartphone sales dropped 2% year-over-year in the first quarter of 2025, with high-end devices (priced above $800) experiencing the most significant decrease.
While Samsung’s flagship Galaxy S series contributed to the downturn, Apple’s introduction of the more affordable iPhone 16e helped offset declines in its premium segment.
This strategy led to Apple capturing 72% of smartphone sales at the top three US carriers in Q1 2025, up from 70% the previous year.
To stimulate demand, carriers like AT&T and Verizon offered promotions, including free Galaxy S25 Ultra devices with eligible plans.
AT&T and T-Mobile reported sales growth of 5% and 2%, respectively, while Verizon saw a 6% decline due to lower upgrade rates.
Anticipation of potential price increases from new tariffs prompted a surge in purchases in late March and early April. In response, manufacturers with significant production in China, such as Apple, have been stockpiling inventory in the U.S. to mitigate potential midyear price hikes.
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