Apple overtakes Samsung as top smartphone seller 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—highest among top brands. Worldwide shipments grew 2% year-on-year, according to preliminary estimates from Counterpoint Research.

Samsung finished second with 19% share and 5% growth, followed by Xiaomi, vivo, and OPPO. In Q4 2025 alone, Apple captured one-quarter of global shipments—its highest-ever quarterly share.

Analyst Varun Mishra credited Apple's expansion in emerging markets and strong iPhone 17 series performance. The iPhone 16 also remained popular in Japan, India, and Southeast Asia. A COVID-era upgrade cycle peaked as many users became due for replacement.

The market shifted toward premium devices, with 5G adoption rising sharply in developing regions. Regional growth in Japan, Middle East & Africa, and parts of Asia-Pacific offset weakness in mature markets.

In 2024, Samsung led with strong Galaxy S24 AI phone sales in Western Europe and the US. With Apple now ahead, consumers face more competition between premium ecosystems. Are you due for an upgrade, and which platform fits your needs better?

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