Apple has surpassed Samsung in global smartphone shipments, marking a significant shift after years of close competition.
New data from tech market research firm Counterpoint reveals that Apple secured the top spot as the world’s leading smartphone manufacturer in 2025, capturing a 20 percent market share. Samsung followed with 19 percent, while Xiaomi, Vivo, and Oppo held 13, 8, and 8 percent, respectively.
This achievement is particularly noteworthy given that both Apple and Samsung maintained identical market shares in 2023 (19 percent) and 2024 (18 percent).
Counterpoint reported that Apple experienced a 10 percent year-over-year growth in smartphone shipments, the highest among the top five brands. Senior analyst Varun Mishra attributed this success to Apple’s “expanding presence and rising demand across emerging and mid-size markets, supported by a stronger product mix.”
This indicates that Apple’s strategy of broadening its product range, including the introduction of the new entry-level iPhone 16e in February 2025, has proven effective.
Samsung also saw a 5 percent year-over-year growth in shipments, though this was insufficient to overtake Apple. Counterpoint noted that Samsung’s growth was fueled by its mid-range A series phones, alongside premium models like the Galaxy Fold 7 and Galaxy S25.
Apple is reportedly planning a significant expansion of its phone lineup, a move that could further solidify its market leadership. Meanwhile, Samsung is said to be actively developing devices to compete with Apple’s upcoming offerings.
As Apple prepares to potentially introduce a foldable iPhone later this year, Samsung is also set to release its Galaxy Z TriFold in the near future.
