Business
Apple Reclaims Crown as World’s Top Smartphone Maker in 2025
Cupertino giant captures 20% market share as global shipments edge higher, setting up showdown with Samsung.
Key takeaways
- Apple reclaimed the global smartphone crown with 20% market share in 2025, narrowly edging out Samsung (19%) on the strength of iPhone 17 sales and successful expansion into emerging markets.
- The smartphone industry faces a challenging 2026 amid chip shortages and rising costs, as semiconductor manufacturers prioritize AI data center production over consumer devices.
- Chinese manufacturer Xiaomi holds firm at third place with 13% share, maintaining competitive pressure through strong positioning in price-sensitive emerging markets despite Apple and Samsung’s dominance.
Apple has reasserted its dominance in the global smartphone arena, capturing the top spot with a 20% market share in 2025, according to new data from Counterpoint Research. The achievement marks a significant milestone for the iPhone maker as it outpaced longtime rival Samsung, which secured second place with 19% of worldwide shipments.
The shift in market leadership comes as global smartphone shipments registered modest year-over-year growth of 2%, fueled primarily by robust demand in emerging markets, where economic momentum has accelerated purchasing power among middle-class consumers.
iPhone 17 Series Drives Apple’s Resurgence
Apple’s market-leading performance was underpinned by the strong commercial reception of its iPhone 17 series, which resonated with consumers across both mature and developing markets. The company has made strategic inroads into mid-sized and emerging economies, which have traditionally been dominated by more price-conscious Android manufacturers.
“Apple’s expansion beyond its traditional strongholds demonstrates the brand’s increasing appeal across diverse economic segments,” industry analysts note, pointing to the company’s refined product portfolio that now addresses multiple price points.
Chinese Manufacturers Maintain Pressure
While Apple and Samsung command the top positions, Chinese manufacturer Xiaomi secured third place with a 13% market share, benefiting from sustained demand across price-sensitive emerging markets where the company has established strong distribution networks and brand recognition.
Tariff Concerns and Strategic Timing
Counterpoint Research identified an interesting market dynamic during 2025: manufacturers frontloaded shipments early in the year to circumvent potential tariff implementations, though this effect diminished as the year progressed and trade policy uncertainties stabilized.
Headwinds Expected in 2026
Despite 2025’s positive trajectory, the research firm projects softening conditions for the smartphone sector in 2026. The outlook is clouded by anticipated semiconductor shortages and escalating component costs, as chipmakers increasingly prioritize production capacity for artificial intelligence data center applications over consumer electronics.
This strategic pivot by chip manufacturers toward the lucrative AI infrastructure market could create supply constraints for smartphone makers, potentially impacting production volumes and retail pricing in the coming year.
The smartphone industry’s performance in 2026 will likely hinge on manufacturers’ ability to secure adequate component supplies while navigating an increasingly competitive landscape where incremental innovation faces consumer upgrade fatigue.
