Apple CEO Tim Cook holds up a new iPhone 17 Pro during an Apple special event at Apple headquarters on September 09, 2025 in Cupertino, California.
Apple is set to ship more smartphones than Samsung in 2025, the first time it will have done so in 14 years, Counterpoint Research said in a note on Wednesday.
Apple will ship around 243 million iPhone units this year versus 235 million shipments from Samsung, Counterpoint told CNBC. Apple is likely to end up with a 19.4% share of the global smartphone market while Samsung's share will be 18.7%.
Shipments refer to the number of devices vendors ship to retail channels and do not directly equal sales. However, they provide insights into demand and expectations of sales from smartphone makers.
Apple's success is being driven by its iPhone 17 series launched in September, which, according to Counterpoint, had a "bumper" holiday sales season.
Sales of the iPhone 17 series in the U.S. — including the iPhone Air — during the first four weeks after launch was 12% higher than that of the iPhone 16 series, excluding the iPhone 16e, the research firm said. In China, a critical market for Apple, sales of the iPhone 17 series during the same period were 18% higher than its predecessor.
"Beyond the highly positive market reception for the iPhone 17 series, the key driver behind the upgraded shipment outlook lies in the replacement cycle reaching its inflection point. Consumers who purchased smartphones during the COVID-19 boom are now entering their upgrade phase," Counterpoint Research Senior Analyst Yang Wang, said in the note.
Samsung meanwhile, could face challenges in the low-to-mid tier of the smartphone market from Chinese players, which could hamper the South Korean giant's ability to reclaim the top spot, Counterpoint said.