Apple has claimed the leading position in the global smartphone market for 2025, ending Samsung’s long run at the top. According to data from Counterpoint Research, Apple secured a 20% share of worldwide shipments, while Samsung held 19%.
The overall market saw shipments rise 2% year-over-year. This marks the second straight year of growth, supported by demand in emerging regions and greater access to financing for 5G devices.
Apple’s Strong Performance
Apple’s shipments grew 10% compared to 2024, the highest rate among the top five vendors. This came from solid sales of the iPhone 17 series after its launch, along with continued demand for the iPhone 16 lineup in markets such as Japan, India, and Southeast Asia.
In the fourth quarter alone, Apple reached a record 25% share of global shipments.
Samsung’s Position
Samsung posted 5% shipment growth for the year. Its results drew from the Galaxy A series in mid-range segments, plus the Galaxy S25 series and Galaxy Z Fold 7 in the premium category. The company faced challenges in areas like Latin America and Western Europe.
Xiaomi placed third with 13% market share, followed by Vivo and OPPO at 8% each.
Market Context
The shift highlights Apple’s gains in emerging and mid-sized markets, helped by a product lineup that appeals across price points and a wave of upgrades from earlier cycles. Analysts note that while the market expanded modestly in 2025, pressures such as rising component costs could affect growth in 2026.
