For the first time since 2011, Apple surpassed Samsung in the number of smartphones shipped, taking the industry's leading position by the end of 2025. This is stated in a report by the analytical company Counterpoint Research.
According to analysts, Apple increased smartphone sales by 10% year-on-year and increased its market share to 20%. Samsung maintained positive momentum, but results were lower – about 19% of global sales.
Counterpoint attributes Apple's success mainly to record demand for the iPhone 17 series, as well as strong sales of the previous generation. Analysts said the 16 Series models delivered “outstanding performance” throughout the year, especially in Southeast Asia, Japan and India markets.
Samsung's sales growth was driven by mid-priced devices in the Galaxy A series, as well as the foldable flagship Galaxy Z Fold7, whose sales outstripped the previous generation.
Xiaomi continues to be in the top 3 largest manufacturers with a market share of 13%; Its sales volumes in 2025 were broadly flat. Separately, analysts noted the rapid growth of Nothing and Google: their shipments increased by 31% and 25%, respectively. However, the business scale of these brands still does not allow them to move beyond the “Other” category in the overall market structure.
