Counterpoint Research’s preliminary data reveals that, as worldwide handset shipments saw a second consecutive year of growth—2% year on year—Apple developed as the leading smartphone brand in the world in 2025.
The most recent statistics indicate that Apple is ahead of Samsung, which led the market in 2024.Apple recorded the quickest growth among the top five smartphone companies over the year as a result of strong demand for premium devices and more penetration in developing countries.
Counterpoint data show Apple finished 2025 with a 20 percent share of worldwide smartphone sales, therefore registering a 10 percent yearly growth. While Xiaomi, vivo, and OPPO kept their ranks farther down, Samsung followed closely with a 19 percent share and 5 percent growth.
The fourth quarter saw Apple’s greatest quarterly market share ever, around a quarter of all phones sent globally, and its momentum peaked there.
Together with continuous demand for the iPhone 16 throughout important markets including India, Japan and Southeast Asia.
The News Chronicle gathered that the successful debut of the iPhone 17 series late in 2025 helped Apple’s results. Analysts also highlight an upgrade cycle powered by aging devices bought during the pandemic years.
Rising use of 5G smartphones, flexible funding choices, and greater demand in areas including Asia-Pacific, the Middle East, and Africa—which helped compensate for slower sales in more developed markets—helped propel overall market expansion.
