Apple surpasses Samsung to become the world's leading smartphone brand in 2025: Report

Apple has overtaken Samsung to become the world’s top smartphone brand in 2025, marking the first time in 14 years that Apple has shipped more smartphones globally than its South Korean rival.

According to data from Counterpoint Research, Apple recorded the highest year-on-year growth among the world’s five largest smartphone brands, capturing a 20% share of the global market.

Global smartphone shipments grew 2% year on year in 2025, the second consecutive year of expansion after a prolonged slowdown. The recovery was supported by higher adoption of 5G devices in emerging markets, easier financing options, and a replacement cycle triggered by users who delayed upgrades during the COVID-19 period.

iPhone 17 drives Apple’s rise

Counterpoint attributed Apple’s performance primarily to strong demand for the iPhone 17 series, launched in September 2025, along with sustained momentum for the iPhone 16 lineup. The iPhone 16 continued to sell strongly across India, Japan, and Southeast Asia, and emerged as the top-selling smartphone in India during the year.

In the final quarter of 2025, Apple captured a record 25 percent share of global smartphone shipments, consolidating its lead during the most important sales period of the year. Analysts noted that Apple benefited both from rising demand for premium devices and from a broader upgrade cycle among users who had postponed purchases in earlier years.

Samsung slips to second place

Samsung ended 2025 in second place with a market share of around 18-19%, depending on quarterly movements. The company posted 5% year-on-year shipment growth, supported by strong sales of its mid-range Galaxy A series and traction in the premium segment from the Galaxy S25 and Galaxy Z Fold 7.

However, Samsung faced pressure in Latin America and Western Europe, which offset gains in Japan and its core markets. Despite launching a wider range of devices than Apple, the regional slowdown prevented Samsung from retaining the top global position.

Xiaomi ranks third

Xiaomi retained its third-place position with a 13% global market share. The company maintained stable shipments through a strategy that combined premium features with competitive pricing and a balanced portfolio, particularly in emerging markets.

Among other major brands, Vivo recorded a 3% increase in sales during the year, while Oppo saw a 4% decline due to heightened competition in China and parts of the Asia-Pacific region. Oppo, however, posted growth in India as well as in the Middle East and Africa.