Global smartphone sales data for 2025 shows a notable shift at the top of the market, with the iPhone moving ahead of all competitors in annual shipments and edging past long-time leader Samsung. According to new figures from Counterpoint Research, Apple accounted for 20% of worldwide smartphone sales last year, narrowly claiming first place after years of near parity with its closest rival.
The change reflects steady growth rather than a sudden surge. iPhone shipments rose 10% year over year in 2025, supported by strong demand for newer models, including the iPhone 17, as well as continued sales of earlier generations in key regional markets. Counterpoint analysts point to improved performance in countries such as Japan, India, and parts of Southeast Asia, where Apple has gradually expanded its retail presence and carrier partnerships.
The competitive contrast between Apple and Samsung remains largely unchanged. Apple continues to focus on a limited portfolio of premium devices, closely integrating hardware, software, and services under its own ecosystem. Samsung, by comparison, maintains a much broader range of smartphones across price tiers, from entry-level models to high-end flagships, while relying on Android as its operating system foundation. That breadth still delivers volume, but it has not been enough to hold the top position this time.
Samsung finished 2025 with a 19% global market share, just one point behind Apple. Its shipments increased by about 5% year over year, driven largely by sales of the more affordable Galaxy A series rather than its premium Galaxy S and Fold models. While the company remains highly competitive, the data suggests that growth at the lower end of the market did not fully offset Apple’s momentum in higher-priced segments.
Analysts also highlight a broader industry trend that favors Apple’s approach. The global smartphone market continues to tilt toward higher average selling prices, as consumers replace devices less frequently but opt for more expensive models when they do upgrade. That shift has benefited manufacturers with strong premium offerings and long software support cycles.
Beyond the top two brands, Chinese manufacturers maintained their positions in the global rankings. Xiaomi placed third with a 13% market share, while Vivo and Oppo were tied at 8%. Other well-known brands, including Google’s Pixel lineup, remained outside the top five due to comparatively lower shipment volumes.
While Apple’s move into first place is symbolically significant, the gap at the top remains narrow. Market leadership could shift again as economic conditions, regional demand, and product strategies evolve, suggesting the rivalry between Apple and Samsung is far from settled.
