Apple Overtakes Samsung to Become the World’s No. 1 Smartphone Brand in 2025

Apple has created history by overtaking Samsung to become the world’s top smartphone brand for the first time in 14 years. Strong demand for the iPhone 17 series, combined with robust sales of earlier models like iPhone 16, helped Apple secure a commanding global market position in 2025.

Apple Beats Samsung to Take the Top Spot

For the first time in 14 years, a US-based company has surpassed its South Korean rival. In 2025, Apple claimed the No. 1 position in the global smartphone market, driven by the massive demand for the iPhone 17 series. According to the report, Apple recorded the highest year-on-year growth among the top five smartphone brands and now commands around 20 percent of the global market share.

iPhone 17 and iPhone 16 Fuel Apple’s Growth

Apple achieved a year-on-year growth of 10 percent, largely due to the success of the iPhone 17 series launched in September 2025. In addition, the iPhone 16 remained extremely popular in markets like India, Japan, and Southeast Asia. Notably, the iPhone 16 was also the best-selling smartphone in India last year.

Apple’s Record-Breaking Q4 Performance

In the last quarter of 2025, Apple recorded its highest-ever quarterly share, accounting for nearly one-fourth of global smartphone shipments. Samsung stood at second place. Apple also benefited from rising demand for premium devices, while the overall global smartphone market grew by 2 percent. Interestingly, analysts had already predicted a few months earlier that Apple would overtake Samsung.

Samsung Slips to Second Place

Samsung held around 19 percent of the global market. The company achieved a year-on-year growth of 5 percent, driven by its Galaxy A series in the mid-range segment and the Galaxy S25 series along with the Galaxy Z Fold 7 in the premium category. However, Samsung faced challenges in Latin America and Western Europe, which impacted its overall performance.

Xiaomi, Vivo, and Oppo in the Top Five

Among the other top brands, Xiaomi held a 13 percent market share. The company maintained stable shipments through its premiumization strategy and strong demand in emerging markets, supported by effective channel management and a balanced product portfolio. Vivo recorded a 3 percent growth, while Oppo saw a 4 percent decline, despite some gains in India.

358 Million Second-Hand iPhones Sold

Between 2023 and the second quarter of 2025, about 358 million second-hand iPhones were sold. Many of these users are expected to upgrade to newer models in the coming years, which will help Apple sustain demand in the long run.

Strong Early Sales for iPhone 17 Series

In the US, sales of the iPhone 17 series in its first four weeks were 12 percent higher than those of the iPhone 16 series. Globally, Apple benefited from lower tariff impact, a stable supply chain, and easing tensions in the US–China trade and tech war. These factors helped Apple diversify its manufacturing base and strengthen its presence in emerging markets.

Economic Conditions Support Apple’s Lead

The report also notes that stronger domestic currencies and improved economic conditions boosted consumer confidence worldwide. As a result, Apple is in a strong position to surpass Samsung in annual smartphone shipments in 2025. While Samsung is also on track to achieve 5 percent shipment growth this year, strong market demand and a faster upgrade cycle give Apple a clear advantage.