Apple has finally moved ahead of Samsung in the global smartphone market after years of both companies staying nearly tied in worldwide shipments. New data from tech market research firm Counterpoint shows that Apple became the number one smartphone maker in 2025 with a 20 percent market share, surpassing Samsung’s 19 percent. Xiaomi, Vivo, and Oppo followed with 13 percent, 8 percent, and 8 percent, respectively. This marks a notable shift, as Apple and Samsung held identical shares—19 percent in 2023 and 18 percent in 2024.
Apple’s position strengthened due to an impressive 10 percent year-over-year shipment growth, the highest among the top five brands. According to Counterpoint senior analyst Varun Mishra, this growth was driven by Apple’s expanding presence and rising demand across emerging and mid-size markets, supported by a stronger product mix and the successful launch of the entry-level iPhone 16e in February 2025.
Apple Maintains Edge as Samsung Pushes Premium and Foldable Innovation
Samsung also recorded positive momentum, growing its smartphone shipments by 5 percent year-over-year. The company’s performance was driven largely by strong sales of its mid-range A series as well as premium flagship devices like the Galaxy Fold 7 and Galaxy S25. However, despite these gains, Samsung was unable to match Apple’s overall growth trajectory. Apple’s strategy of broadening its line-up and increasing accessibility across price segments has enabled it to attract a wider global user base, giving it a decisive edge over its long-standing competitor.
Looking forward, Apple is reportedly preparing another significant expansion of its smartphone line-up, which could further extend its lead in the global market. Samsung, meanwhile, is intensifying efforts to match Apple’s innovations, particularly in the premium and foldable device categories. With Apple expected to debut its first foldable iPhone later this year and Samsung preparing to launch the Galaxy Z TriFold, the competition between the two tech giants is set to escalate, ensuring a highly competitive landscape in the months ahead.
Summary:
Apple became the top global smartphone maker in 2025 with a 20% market share, surpassing Samsung’s 19%. Strong iPhone 16e demand and growth in emerging markets boosted Apple’s lead. Samsung grew too but couldn’t match Apple’s momentum. Both brands now prepare major launches, intensifying competition in 2026.
