For years, Apple and Samsung have been neck and neck when it comes to global smartphone shipments. But now, the tide has turned in Apple’s favor.
According to new data from Counterpoint, Apple was the world’s number one smartphone maker in 2025, with a 20 percent market share. Samsung had a 19 percent market share, followed by Xiaomi, Vivo, and Oppo, with a 13, 8, and 8 percent market share, respectively.
Apple is number one again.
Credit: Counterpoint
This is notable as Apple and Samsung had the same market share in 2023 (19%) and 2024 (18%).
Counterpoint says Apple had a 10 percent year-over-year smartphone shipment growth, which was the highest among the top five smartphone brands. According to Counterpoint Senior Analyst Varun Mishra, this was due to Apple’s “expanding presence and rising demand across emerging and mid‑size markets, supported by a stronger product mix.”
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In other words, Apple’s strategy of expanding its lineup — the company launched a new entry-level phone, the iPhone 16e, in February 2025 — is working.
Samsung’s shipments also grew, by 5 percent year-over-year, but it wasn’t enough to catch up with Apple. Counterpoint says the growth was driven by the company’s mid-range A series phones, as well as the Galaxy Fold7 and Galaxy S25 in the premium segments.
Apple is rumored to be planning another large expansion of its phone lineup, which could extend its lead over the competitors, though Samsung is reportedly already hard at work at matching the devices Apple is working on.
Notably, while Apple is expected to debut a foldable iPhone later this year, Samsung is poised to launch its Galaxy Z TriFold in the coming months.
