Apple soared to the top of the global smartphone market in 2025, overtaking Samsung.
Its success came from strong premium demand and expanding sales in emerging markets, which fuelled its leadership.
Apple Takes The Lead
Moreover, worldwide smartphone shipments grew for the second consecutive year, rising 2%, according to Counterpoint Research estimates.
Consequently, Apple captured 20% of global shipments, achieving 10% growth — the fastest among the top five brands.
Market Rivalry And Growth
Meanwhile, Samsung reached 19% market share with 5% growth, while Xiaomi, vivo, and OPPO lagged behind.
In the final quarter, Apple claimed one-quarter of global shipments, marking its highest quarterly share ever.
Analysts attribute this performance to the strong launch of the iPhone 17 series and continued sales of the iPhone 16 in Japan, India, and Southeast Asia.
Read Also: Heritage Bank Depositors To Get ₦24.3B In Second NDIC Payout
Furthermore, a wave of device replacements after the COVID-era upgrade cycle boosted Apple’s momentum.
The market itself shifted toward high-end devices, while consumers in emerging regions increasingly adopted 5G smartphones.
Initially, manufacturers rushed shipments due to tariff concerns, but they quickly realised the effects proved milder than expected, keeping second-half volumes stable.
Looking Ahead
Regional growth varied: Japan, parts of Asia-Pacific, and the Middle East and Africa offset weaker demand in mature markets.
Even though overall Q4 growth remained modest, Apple maintained a clear lead over Samsung.
Looking back, Samsung led the market in 2024 with its Galaxy S24 and A-series devices, especially in Western Europe and the U.S.
Nevertheless, Apple’s focus on premium products and expansion into emerging markets allowed the company to reshape global smartphone leadership in 2025.
