Fairphone's website says they've sold 25,000, and have another 8200 on the way.
Apple sold over 9 million iPhone 5s and 5c models in the first weekend they were for sale.
While it's impressive that an independent group is putting out a phone, their sales are orders of magnitude away from what Apple puts out in a single weekend. Sure, they're "joining the game", but they're not in the same league.
This comparison is just silly. Look (guess) at Apple's development budget for the iPhone. Look at Fairphone's (or again, just guess). Look at the size of Apple. Look at the size of the Fairphone team at the Waag Society. I don't think I need to say anything else. This is majorly impressive.
Of course, you're both right - it's very little compared to the market leaders, but for a new player it's definitely impressive. Especially considering they were all sold before they were even made.
For anyone interested, Fairphone are doing so pretty successfully right now.
http://fairphone.com/