TL;DR
Counterpoint data shows Apple overtook Samsung in global smartphone market share by the end of 2025, reaching 20% with 10% year-on-year shipment growth. The report credits both the iPhone 17 launch and continued strength of the iPhone 16 across several regions, while supply-chain factors and rising memory costs will shape the year ahead.
What happened
Counterpoint market intelligence found that after two years of parity, Apple moved ahead of Samsung in global smartphone share by the close of 2025. Apple finished the year with about a 20% share and posted the largest year-on-year shipment growth among the top five vendors at 10%. By comparison, both firms had held roughly 19% in 2023 and about 18% in 2024. Analysts attributed Apple’s advance to a stronger product mix and expanding demand in emerging and mid-size markets. The iPhone 17 series gained momentum in the fourth quarter following its launch, while the iPhone 16 continued to sell well in markets such as Japan, India and Southeast Asia. Counterpoint also noted that a COVID-era upgrade cycle contributed to replacement demand. Looking ahead, the firm flagged rising memory costs as a headwind for the industry, though it said Apple and Samsung have supply-chain advantages that should help them manage disruption.
Why it matters
- Market leadership shift: Apple’s 20% share marks a move away from the recent Apple–Samsung parity that shaped the top of the industry.
- Product mix matters: Gains were not driven solely by a single new flagship; older models also supported sales in key regions.
- Supply-chain resilience: Both Apple and Samsung are positioned to better absorb component-cost volatility, which could widen gaps with smaller brands.
- Industry sizing risk: Rising memory prices raise the prospect of a smaller overall smartphone market in the near term.
Key facts
- By the end of 2025 Apple held about a 20% share of the global smartphone market, per Counterpoint.
- Apple’s year-on-year shipment growth in 2025 was 10%, cited as the highest among the top five smartphone brands.
- In 2023 Apple and Samsung each had roughly a 19% global share; both were around 18% in 2024, according to Counterpoint.
- Counterpoint credited both the iPhone 17 launch and sustained sales of the iPhone 16 in regions including Japan, India and Southeast Asia.
- The iPhone 17 series gained notable traction in Q4 2025 after its launch.
- Counterpoint said the broader replacement cycle following COVID-era delays helped boost demand in 2025.
- Rising memory costs were identified as a likely factor to contract the smartphone market in the coming year.
- Counterpoint noted supply-chain advantages for both leaders: Samsung manufactures memory, while Apple uses purchasing power to secure competitive pricing and supply.
What to watch next
- How much the projected rise in memory costs actually reduces global smartphone shipments this year.
- Whether Apple and Samsung’s supply-chain positions mitigate component shortages and price increases as expected.
- Sustained demand for the iPhone 16 and 17 series in emerging and mid-size markets and its effect on market shares.
- not confirmed in the source
Quick glossary
- Market share: The portion of total sales in a market held by a company, typically expressed as a percentage of overall shipments or revenue.
- Year-on-year (YoY) growth: A comparison of performance for a given metric between one period and the same period in the previous year.
- Supply chain: The network of suppliers, manufacturers, distributors and logistics that deliver components and finished products to market.
- Flagship lineup: A company's leading consumer products for a category, often carrying the newest features, highest prices and most promotion.
- Upgrade cycle: The typical interval at which consumers replace devices, influenced by factors like device longevity, incentive programs and broader economic trends.
Reader FAQ
Did Apple overtake Samsung in global smartphone market share in 2025?
Yes. Counterpoint data indicates Apple reached about 20% share by the end of 2025 and pulled ahead of Samsung.
Was the iPhone 17 the only reason for Apple’s growth?
No. The report says the iPhone 17 was a key driver but sales of the iPhone 16 in several markets also contributed.
Will rising memory costs shrink the smartphone market this year?
Counterpoint said increasing memory costs are likely to cause the market to contract, but the scale and timing are not specified.
Can Apple and Samsung withstand supply-chain disruptions better than rivals?
Counterpoint suggested both companies have advantages—Samsung makes memory and Apple secures supply through purchasing power—but future outcomes are not guaranteed.
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Sources
- iPhone market share now bigger than Samsung, not just due to iPhone 17
- iPhone 17 Helps Apple Reclaim Top Spot From Samsung After 14 Years
- Samsung ends 2025 behind Apple: Report
- Apple leads global smartphone market with 20% share in …
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