Apple Overtakes Samsung as Top Smartphone Maker
Apple Overtakes Samsung in 2025 shipments as iPhone 17 demand lifts market share; Counterpoint's forecast shifts sector positioning.
KEY TAKEAWAYS
- Counterpoint projected Apple to ship 243 million iPhones in 2025 versus Samsung's 235 million.
- Apple's 19.4% smartphone market share edged past Samsung's 18.7% in the forecast.
- Firm cited a replacement-cycle inflection and strong iPhone 17 demand as the key drivers.
HIGH POTENTIAL TRADES SENT DIRECTLY TO YOUR INBOX
Add your email to receive our free daily newsletter. No spam, unsubscribe anytime.
Apple (AAPL) surpassed Samsung (SSNLF) in smartphone shipments in 2025, according to a Counterpoint Research report on Nov. 25, 2025. Strong demand for the iPhone 17 and a shift in the replacement cycle returned Apple to industry leadership.
Shipments and Market Share
Counterpoint projected Apple’s 2025 shipments at 243 million units, compared with Samsung’s 235 million, giving Apple a 19.4% global smartphone market share versus Samsung’s 18.7% [source:1]. The global smartphone market is expected to grow 3.3% in 2025, providing a modest expansion backdrop for the ranking change [source:1]. Counterpoint forecast Apple will remain the top smartphone seller through at least 2029, supported by momentum from the iPhone 17 series and upcoming launches such as a foldable iPhone and the iPhone 17e [source:1].
Drivers and Financial Outlook
Counterpoint attributed the shipment increase to a replacement-cycle inflection and strong iPhone 17 sales, which rose 22% in the first month while the overall market declined 2.7% [source:1]. Analyst Yang Wang wrote, “Beyond the highly positive market reception for the iPhone 17 series, the key driver behind the upgraded shipment outlook lies in the replacement cycle reaching its inflection point” [source:1].
iPhone sales in October 2025 jumped 37% year-over-year, outpacing the broader market’s 8% growth, with particularly strong results in China [source:1]. Counterpoint estimated Apple’s iPhone unit sales grew 10.0% year-over-year in 2025, while Samsung’s rose 4.6%, a gap that underpins the shift in rankings [source:1].
Apple reported on Nov. 4, 2025, that iPhone sales accounted for roughly half of company revenue in fiscal 2025 and rose 4.2% year-over-year, highlighting the product line’s significance [source:7]. On its earnings call, Apple said December-quarter iPhone sales were expected to grow in double digits year-over-year, citing new Apple Intelligence features as a contributor [source:7].
Apple’s Greater China sales fell 4% in fiscal 2025, even as Counterpoint noted strong October iPhone demand in China [source:7][source:1].
