Apple has emerged as the world’s leading smartphone manufacturer in 2025, overtaking long-time rival Samsung in global shipments, according to the latest industry analysis. The milestone marks a significant shift in the global smartphone market, ending a 14-year period during which Samsung consistently held the top position in worldwide shipments.
Industry data shows that Apple recorded the highest year-on-year growth among the top five smartphone brands, capturing a 20 percent share of the global market in 2025. The company reported a 10 percent increase in annual sales compared to 2024, reflecting sustained consumer demand for its premium devices. Analysts attribute this performance largely to strong sales of the iPhone 17 series, which debuted in 2025 and quickly gained traction across multiple regions.
While the iPhone 17 played a central role in driving Apple’s recent growth, earlier models continued to perform strongly in key markets. The iPhone 16 remained highly popular across Asia, including India, Japan, and several Southeast Asian countries, reinforcing Apple’s position in both emerging and mature smartphone markets. During the final quarter of 2025, Apple reached a record high by accounting for 25 percent of total global smartphone shipments, further consolidating its lead.
The broader smartphone industry experienced relatively modest growth during the year, with global shipments increasing by approximately 2 percent. Despite the subdued expansion, Apple benefited from structural shifts within the market, particularly rising demand for premium smartphones. The replacement cycle also played a critical role, as millions of consumers who postponed upgrades during the COVID-19 pandemic returned to the market, favoring devices positioned as long-term investments.
India continued to be a key contributor to Apple’s success, with the iPhone 16 ranking as the country’s top-selling smartphone in the previous year. This performance underscored a growing preference among consumers for higher-priced devices that offer extended durability, software support, and ecosystem integration. Similar trends were observed in other Asian markets, where premium smartphone adoption has steadily increased.
Samsung, meanwhile, slipped to second place globally with a 19 percent market share. The South Korean manufacturer still recorded a 5 percent year-on-year growth in 2025, supported by steady demand for its mid-range A series and flagship offerings, including the Galaxy S25 and Z Fold 7. However, performance challenges in Latin America and Western Europe weighed on overall results, offsetting gains achieved in Japan and select Asian markets.
Chinese smartphone maker Xiaomi retained its position as the world’s third-largest brand, securing a 13 percent global market share. The company continued to benefit from a strategy that balances premium features with competitive pricing and efficient distribution, particularly in emerging markets where cost-conscious consumers remain a dominant force.
The 2025 rankings reflect a changing competitive landscape in the global smartphone industry, with premium positioning, ecosystem strength, and timing of product cycles playing an increasingly decisive role. Apple’s ascent to the top highlights how sustained demand for high-end devices and strategic market expansion can reshape long-standing industry hierarchies.
