For years, the global smartphone arena has been a fierce battleground, with Apple and Samsung locked in a relentless struggle for supremacy. Now, the scales have tipped decisively. According to fresh data from tech market research firm Counterpoint, Apple has emerged as the world’s number one smartphone maker in 2025, marking a significant shift in the industry landscape.
Apple’s Ascendancy: A New Market Leader
The Cupertino giant commanded an impressive 20 percent market share in 2025, nudging out its long-time rival Samsung, which held 19 percent. This pivotal moment follows years of neck-and-neck competition, where both tech titans shared identical market shares in 2023 (19 percent) and 2024 (18 percent). The latest figures underscore Apple’s remarkable 10 percent year-over-year smartphone shipment growth, the highest among the top five brands globally.
Trailing behind the leaders were Xiaomi with 13 percent, and Vivo and Oppo each securing an 8 percent market share, highlighting the intense competition within the broader smartphone ecosystem.
Strategic Moves: The iPhone 16e and Global Reach
Counterpoint senior analyst Varun Mishra attributes Apple’s triumph to a “stronger product mix” and an “expanding presence and rising demand across emerging and mid-size markets.” A key component of this strategy was the launch of the new entry-level iPhone 16e in February 2025, a move that clearly resonated with consumers and broadened Apple’s appeal beyond its traditional premium segment.
This strategic expansion of its product lineup, catering to diverse market needs, has proven instrumental in solidifying Apple’s lead, demonstrating a shrewd understanding of global consumer trends and purchasing power.
Samsung’s Resilience and Future Prospects
While Apple celebrated its victory, Samsung also saw a respectable 5 percent year-over-year growth in shipments. This growth was primarily fueled by the strong performance of its mid-range A series phones, alongside continued demand for its premium offerings like the Galaxy Fold 7 and Galaxy S25. Despite this positive trajectory, it wasn’t enough to maintain its top position against Apple’s accelerated growth.
Looking ahead, the rivalry is set to intensify. Apple is rumored to be planning further expansions to its phone lineup, potentially extending its lead. However, Samsung is not resting on its laurels, reportedly working diligently to match Apple’s upcoming devices. The foldable phone segment, in particular, promises an exciting showdown, with Apple anticipated to debut a foldable iPhone later this year, while Samsung is poised to launch its futuristic Galaxy Z TriFold in the coming months. The innovation race continues, promising consumers an array of cutting-edge devices from both industry heavyweights.
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