Samsung Loses Top Smartphone Spot to Apple After Tight Race in 2025

Counterpoint’s latest global smartphone shipments report is out, and it reveals some interesting takeaways. Put simply, Apple has tightened its grip on the global smartphone market in 2025, overtaking Samsung after years of trading the top spot back and forth.

Counterpoint data shows Apple leading Samsung in global smartphone shipments in 2025

The report shows global smartphone shipments grew 2% year over year, marking the second straight year of recovery. Apple finished the year with a 20% share of global shipments and 10% growth, while Samsung followed with a 19% share and 5% growth. It explains that Apple’s momentum came from a mix of strong product cycles and improving demand in key markets.

Financing options made premium phones more accessible in emerging regions, while the iPhone 17 gained traction toward the end of the year. At the same time, the iPhone 16 continued to sell well in markets like India, Japan, and Southeast Asia, giving Apple two active sellers at once. A delayed upgrade cycle from the pandemic years also pushed more users to replace older devices.

Meanwhile, Samsung didn’t have a bad year, but its growth was more measured. The Galaxy A series continued to drive volume in the midrange, while the Galaxy S lineup and foldables delivered steady gains in the premium segment. However, pressure in Western Europe and Latin America limited overall growth, even as Samsung saw healthier demand in Japan and its core markets.

Other Android brands delivered mixed results. Google grew shipments by around 25%, and Nothing expanded even faster at roughly 31%, though both remain small players by volume. OPPO moved in the opposite direction, with shipments slipping 4%, mainly due to weaker demand in China.

Looking ahead, 2026 could be tougher for the industry. Rising memory prices and tighter component supply, driven by chipmakers prioritizing AI data centers, may squeeze margins and slow shipments. Apple and Samsung are better positioned to absorb the impact, but smaller brands could feel the pressure more sharply.