Apple Overtakes Samsung in 2025 Smartphone Share — But Can It Hold On?

Apple's 2025 smartphone market share surge reveals a strategic shift in global demand — but is it sustainable as memory costs rise?

Apple's global smartphone market share rose to 20% in 2025, overtaking Samsung's 18% after both companies started 2023 tied at 19% (Counterpoint data). Senior Analyst Varun Mishra noted:

"Apple’s growth in 2025 was driven by its expanding presence and rising demand across emerging and mid-sized markets, supported by a stronger product mix."

The iPhone 16 contributed to Apple's success in Japan, India, and Southeast Asia while the iPhone 17 series drove Q4 2025 growth.

Apple's year-on-year shipment growth (10%) was double Samsung's, despite Chinese brands eroding both companies' shares.

Product categories including iPhone 17 | iPhone 17 Pro/Pro Max | iPhone Air saw regional performance gains, supported by Apple's supply chain resilience in securing competitive pricing and supply ahead of needs.