Apple has overtaken Samsung to become the world’s leading smartphone brand in 2025, according to a report by a market research firm. The iPhone maker now holds a 20% global market share, driven by strong demand for its latest iPhone 17 series. This marks the first time in 14 years that Apple has outsold its South Korean rival.
Apple recorded a 10% year-on-year growth, the highest among the top 5 smartphone brands. The growth was largely supported by the launch of the iPhone 17 series in September 2025 and sustained demand for the iPhone 16 across markets such as India, Japan and Southeast Asia. The iPhone 16 emerged as the best-selling smartphone in India last year. In Q4 2025 alone, Apple captured a record 25% of global smartphone shipments.
The company’s performance also reflects the growing demand for premium devices. The global smartphone market expanded by 2%, supported by an upgrade cycle as users replaced devices bought during the COVID period. Analysts had earlier predicted Apple’s rise to the top position amid this shift toward high-end smartphones.
Samsung followed closely with a 19% market share in 2025. The company reported a 5% year-on-year growth, supported by strong sales of its A series in the mid-range segment and its Galaxy S25 series along with the Galaxy Z Fold 7 in the premium category. However, Samsung faced challenges in Latin America and Western Europe, which were partly balanced by gains in Japan and its core markets.
Xiaomi held on to its 3 position with a 13% market share. The brand benefited from stable shipments, a focus on premium models and strong demand in emerging markets. Vivo recorded a 3% growth during the year, while OPPO saw an overall decline of 4%. Despite some gains in India and the Middle East and Africa region, OPPO was impacted by intense competition in China and the Asia-Pacific market.
The report highlights a clear shift in the global smartphone market, with premium devices and brand loyalty playing a growing role in shaping market leadership.
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