Apple emerged as the world’s leading smartphone brand in 2025 as global shipments grew for the second year in a row, according to preliminary data from Counterpoint Research.
Worldwide smartphone shipments rose two per cent year-on-year in 2025, with Apple overtaking Samsung to claim the top spot after finishing second in 2024.
Counterpoint’s data shows Apple not only led the market but also posted the fastest growth among the top five brands, driven by strong premium demand and rising sales in emerging markets.
Apple ended 2025 with a 20 per cent share of global smartphone shipments, recording 10 per cent year-on-year growth, the highest among major manufacturers.
Samsung followed closely with a 19 per cent market share and five per cent growth, while Xiaomi, vivo, and OPPO rounded out the top five.
In the fourth quarter alone, Apple accounted for 25 per cent of global smartphone shipments, its highest-ever quarterly share.
Analysts attribute Apple’s performance to an expanding presence in emerging and mid-sized markets, supported by a stronger product mix. The iPhone 17 series gained rapid traction after its launch in Q4, while the iPhone 16 continued to sell strongly in markets such as Japan, India, and Southeast Asia.
Replacement demand also played a role, as devices bought during the COVID-era upgrade cycle reached the point where users were due for new phones.
Counterpoint noted that the global smartphone market continued shifting toward higher-priced, premium devices, aided by flexible financing options and growing 5G adoption in developing regions.
While manufacturers front-loaded shipments earlier in the year due to tariff concerns, the impact proved milder than expected. Growth in Japan, the Middle East and Africa, and parts of Asia-Pacific helped offset weaker demand in mature markets.
Overall shipments grew just one per cent in Q4 2025, reflecting inventory adjustments, but Apple still led the quarter ahead of Samsung, cementing its position as the market leader for the year.
