Apple has emerged as the global smartphone market leader in 2025, surpassing Samsung, which held the top position in 2024. Preliminary estimates from Counterpoint Research’s Market Monitor show that worldwide smartphone shipments grew 2% year-on-year, marking the second consecutive year of global growth.

Apple not only reclaimed leadership but also recorded the fastest growth among the top five smartphone brands, driven by strong premium demand and increased adoption in emerging markets.

Market Share and Yearly Growth

According to Counterpoint Research:

• Apple closed 2025 with a 20% share of global smartphone shipments, posting 10% year-on-year growth, the highest among the top five brands.
• Samsung followed in second place with a 19% share and 5% annual growth.
• Xiaomi, vivo, and OPPO rounded out the top five.

In Q4 2025, Apple achieved its highest-ever quarterly market share, accounting for one-quarter of global smartphone shipments.

Drivers of Apple’s Market Leadership

Senior Analyst Varun Mishra attributed Apple’s growth to:

• Expanding presence in emerging and mid-sized markets
• A stronger product mix with successful iPhone models
• High demand from the COVID-era upgrade cycle

The iPhone 17 series gained significant traction following its Q4 launch, while the iPhone 16 continued performing strongly in key regions, including Japan, India, and Southeast Asia.

Global Market Dynamics

Counterpoint noted a continuing shift toward premium smartphones in 2025, with consumers upgrading to higher-priced devices. At the same time, 5G smartphone adoption surged in emerging markets.

Senior Analyst Shilpi Jain highlighted that many OEMs front-loaded shipments in the first half of the year due to tariff concerns. However, tariffs had a less severe impact than expected, limiting disruptions in the second half.

Regional growth was uneven, with strong performance in Japan, the Middle East & Africa (MEA), and parts of Asia-Pacific, balancing slower demand in more mature markets. Overall, Q4 2025 shipments grew by only 1% year-on-year, impacted by inventory built up earlier in the year, though Apple still led ahead of Samsung.

What This Means for the Smartphone Market

Apple’s ascent to the top in 2025 reflects broader trends in the global smartphone industry:

• Premiumization of devices as consumers opt for high-end models
• The expanding influence of emerging markets in driving shipments
• Continued momentum in 5G adoption
• A market responding to replacement cycles and strong product launches

With Apple’s continued focus on innovation and global market penetration, the company is positioned to maintain leadership in the premium smartphone segment while influencing broader market trends.