Apple has officially overtaken Samsung to become the world’s top smartphone maker in 2025, marking a major shift in the global phone market. According to preliminary data from Counterpoint Research, Apple captured a 20 percent share of global smartphone shipments last year, edging ahead of Samsung’s 19 percent share, and posting the highest year-over-year growth among the top five brands.
Market Dynamics in 2025
Global smartphone shipments grew a modest 2 percent year-over-year in 2025, continuing a trend of slower but steady growth following pandemic-era fluctuations. The increase was supported by both premium upgrades and sustained demand for 5G devices in emerging markets. Apple’s performance stood out due to strong iPhone adoption, particularly the iPhone 17 series, which helped drive sales across key regions.
Samsung maintained a solid second place with an approximate 19 percent market share, supported by its Galaxy A series, flagship Galaxy S25 lineup, and foldable devices. It saw modest shipment growth compared with Apple, but was narrowly unable to defend its long-held position at the top of the market.
In third place, Xiaomi captured around 13 percent of global shipments, reflecting continuing demand for its devices in developing regions. Vivo and OPPO rounded out the top five, each contributing smaller but meaningful shares of the global market.
What Drove Apple’s Gain?
- Strong product lineup: The iPhone 17 and continuing popularity of the iPhone 16 series resonated with buyers worldwide, including in emerging and mid-size markets.
- Premium demand: A continued preference for higher-end devices supported overall shipment growth.
- Financing options: Easier financing helped some users upgrade to premium smartphones, contributing to shipment volume.
While Samsung continues to be a major force in both mature and emerging markets, and showed strength in certain regions, Apple’s combination of premium appeal and global demand allowed it to narrowly surpass its longtime rival for the first time in more than a decade.
Looking Ahead to 2026
Counterpoint Research suggests the smartphone market might soften in 2026 due to rising component costs and chip shortages as chipmakers prioritize AI data centers over handset production. That could impact overall shipment volume, but Apple and Samsung are both well positioned due to their scale and product ecosystems.
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