Apple surpasses Samsung to become the world’s number one smartphone maker

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 technology market research firm Counterpoint, Apple was the world’s leading smartphone maker in 2025, with a 20% market share. Samsung had a market share of 19%, followed by Xiaomi, Vivo and Oppo, with 13, 8 and 8% market share respectively.

Apple is number one again.
Credit: Counterpoint

This is notable because Apple and Samsung had the same market share in 2023 (19%) and 2024 (18%).

Counterpoint claims that Apple recorded smartphone shipment growth of 10% year-over-year, which is the highest among the top five smartphone brands. According to Counterpoint principal analyst Varun Mishra, this was due to Apple’s “growing presence and growing demand in emerging and mid-market markets, supported by a stronger product mix.”

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 rose 5% year-over-year, but that wasn’t enough to catch up with Apple. Counterpoint says growth was driven by the company’s mid-range A-series phones, as well as the Galaxy Fold 7 and Galaxy S25 in the premium segments.

Apple is rumored to be planning another major expansion of its phone lineup, which could extend its lead over its competitors, although Samsung is already working hard to match the devices Apple is working on.

Notably, while Apple is expected to launch a foldable iPhone later this year, Samsung is set to launch its Galaxy Z TriFold in the coming months.