TL;DR Apple finished 2025 as the world’s top smartphone brand in terms of units shipped, extending its lead over Samsung thanks to faster year-on-year growth.
Apple’s advantage stemmed from premium demand, a delayed upgrade cycle, and strong sales across multiple iPhone generations.
Google and Nothing both posted strong growth, but 2026 could be tougher as rising component costs hit the broader Android market.
Apple and Samsung have spent years trading blows at the top of the global smartphone market, often separated by slim margins and the timing of big launches. In 2025, though, Apple didn’t just come out ahead — it managed to widen the gap.
According to figures from Counterpoint Research, global smartphone shipments grew 2% year-on-year in 2025, marking the second straight year of growth. Apple finished the year with a 20% share of global shipments and 10% YoY growth, while Samsung followed with a 19% share and 5% growth. The result was a clearer lead for Apple than in 2024.
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Apple’s increased edge was due to several factors. Demand increased across emerging and mid-sized markets, driven by financing options and a broader shift toward premium devices. Apple also benefited from a two-generation boost late in the year, with the iPhone 17 gaining traction while the iPhone 16 continued to sell well in markets like Japan, India, and Southeast Asia. Add in a long-delayed COVID-era upgrade cycle finally kicking in, and Apple had several growth levers working at once.
It wasn’t exactly a bad year for Samsung — it just didn’t grow as quickly. The company saw steady demand for its Galaxy A series and improved performance from its premium Galaxy S and foldables. However, pressure in regions such as Western Europe and Latin America limited its upside, even as it posted stronger momentum in other core markets.
Which smartphone company offered the best range of devices in 2025? 483 votes Apple 11 % ASUS 1 % Google 21 % Honor 2 % HUAWEI 2 % Motorola 3 % Nothing 2 % OnePlus 15 % OPPO 4 % Realme 0 % Samsung 27 % Sony 1 % vivo 2 % Xiaomi 7 % Another brand (mention which in the comments). 2 %
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