Apple has once again secured its position as the world’s leading smartphone brand in 2025, posting a 2% increase in global shipments year-on-year. The tech giant surpassed Samsung, which led the market in 2024, maintaining strong momentum amid rising demand for premium and 5G-enabled devices.
According to preliminary estimates from Counterpoint Research’s Market Monitor, Apple captured a 20% share of global smartphone shipments in 2025, marking a 10% growth compared with 2024, the fastest among the top five brands. Samsung followed in second place with a 19% market share and 5% year-on-year growth, while Xiaomi, vivo, and OPPO trailed behind.
Brandspur Brand News notes that Apple’s dominance is underpinned by its expanding presence in emerging and mid-sized markets, as well as a robust product mix. The iPhone 17 series, launched in Q4, gained significant traction alongside continued strong sales of the iPhone 16 in regions including Japan, India, and Southeast Asia. Analysts attribute this dual momentum to the COVID-era upgrade cycle reaching a tipping point, with a large user base due for device replacement.
The global smartphone market sustained its growth throughout 2025, driven by rising premiumisation, financing options, and increased adoption of 5G smartphones in developing regions. Senior Analyst Varun Mishra highlighted that Apple benefited from this trend, achieving its highest-ever quarterly market share in Q4, accounting for one-quarter of worldwide shipments.
The market shift towards higher-priced devices continued, with consumers increasingly opting for premium smartphones. Demand for 5G-enabled phones surged in emerging markets, offsetting slower growth in mature regions. Shipment patterns were also influenced by tariff concerns, with OEMs front-loading deliveries in the first half of the year, though tariffs had a milder impact on second-half volumes than initially expected.
Regional performance was mixed, with growth in Japan, the Middle East, Africa, and parts of Asia-Pacific helping balance weaker demand in mature markets. Overall, global smartphone shipments in Q4 2025 rose modestly by 1% year-on-year, with Apple leading the quarter ahead of Samsung despite inventory adjustments from earlier in the year.
As 2026 begins, Apple’s stronghold in both emerging and developed markets, combined with premium device demand and 5G adoption, positions the company to continue driving growth in the global smartphone industry.
