Apple overtakes Samsung as global smartphone leader in 2025

Apple emerged as the global smartphone market leader in 2025, overtaking Samsung with a 20% market share and 10% year-on-year growth—the highest among the top five brands, according to preliminary estimates from Counterpoint Research. Worldwide smartphone shipments grew 2% year-on-year, marking the second consecutive year of growth.

The iPhone 17 series gained significant traction in Q4 following its successful launch, while the iPhone 16 continued performing strongly in Japan, India, and Southeast Asia. Samsung finished 2025 in second place with 19% share and 5% growth. Xiaomi, vivo, and OPPO followed behind.

Apple's performance was driven by expanding footprint in emerging markets and a COVID-era upgrade cycle reaching an inflection point. Premium demand strengthened through financing options and rising 5G adoption in developing regions. In Q4 alone, Apple captured 25% of global shipments—its highest-ever quarterly share—even as overall Q4 growth slowed to 1% due to inventory buildup.

This follows 2024 when Samsung retained leadership with its Galaxy S24 AI-centric smartphone. With Apple now leading, what does this mean for Nigerian consumers—will iPhone prices become more competitive in local markets as the company pushes deeper into emerging economies?

SOURCE: https://nairametrics.com/2026/01/13/apple-leads-global-smartphone-market-in-2025-as-shipments-grow/