Apple has ended Samsung’s 14-year reign as the global leader in smartphone shipments. According to research firm Counterpoint, Apple captured 20% of the market in 2025, narrowly edging out Samsung’s 19%.
This shift marks a significant turnaround. Apple achieved 10% year-on-year growth, fueled by strong sales of its iPhone 17 series. The launch coincided with a wave of consumers finally replacing aging phones bought during the pandemic.
A strategic pivot also helped. While Samsung focuses on premium devices, Apple is now targeting mid-range buyers in emerging markets like India and Southeast Asia with more affordable models. “If they want to increase shipments, they have to go lower,” said Counterpoint analyst Yang Wang.
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Furthermore, Apple benefited from geopolitical factors. In China, U.S. sanctions on Huawei created an opening, allowing Apple to become the country’s top premium brand. Temporary fears over potential U.S. tariffs also spurred early buying.
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Looking ahead, Apple aims to consolidate its lead. The company is betting on a major upgrade to its “Apple Intelligence” AI system in 2026. Rumors also suggest a foldable iPhone is in development to compete in that fast-growing segment.
Despite the leadership change, the overall smartphone market faces headwinds in 2026 due to rising component costs, setting the stage for an intense battle between the two giants.
