Apple and Samsung were neck-and-neck in smartphone market share for two years, but by the end of last year, the iPhone’s market share had surpassed that of the South Korean company, according to a new market intelligence report.
Apple also had the largest year-over-year growth in smartphone shipments. It wasn’t just the success of the iPhone 17 lineup…
According to data from Counterpoint, in 2023, Apple and Samsung each had a 19% share of the global smartphone market. A year later, both companies’ market share declined slightly due to the growth of Chinese brands, but they still maintained an even lead with an 18% share.
But by the end of 2025, Apple had a 20% share. Its year-on-year growth rate was 10%, twice that of Samsung.
Apple will lead the global smartphone market in 2025, achieving a 20% share and 10% year-on-year growth in shipments, the highest among the top five brands. Senior analyst Varun Mishra said of Apple’s performance: “Apple’s growth in 2025 was driven by an expanded presence and growing demand in emerging and mid-market markets supported by a stronger product mix.”
The popularity of the iPhone 17 lineup was key to this, but the iPhone 16 also contributed, the market intelligence firm said.
While the iPhone 17 series gained a lot of attention in the fourth quarter following its successful launch, the iPhone 16 continued to perform very well in Japan, India, and Southeast Asia. This dual momentum was further amplified as the coronavirus-era upgrade cycle reached an inflection point, as millions of users were due for replacement. ”
The smartphone market is likely to contract this year due to rising memory costs, but both Apple and Samsung are thought to have the necessary supply chain capabilities to weather the storm. Samsung makes its own memory, and Apple uses its market power to achieve competitive prices and secure supply in advance of needs.
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(Tag translation) Samsung
