For years, Apple and Samsung have been rival contenders in global smartphone shipments, but the scales have tipped in favor of Apple. Recent data from Counterpoint indicates that Apple emerged as the leading smartphone manufacturer in 2025, securing a 20 percent market share. Samsung trailed closely behind with a 19 percent share, while Xiaomi, Vivo, and Oppo accounted for 13, 8, and 8 percent, respectively.

This is noteworthy because both Apple and Samsung held identical market shares in 2023 (19%) and 2024 (18%). Counterpoint details that Apple saw a 10 percent increase in year-over-year smartphone shipments, the highest among the leading five brands. According to Counterpoint Senior Analyst Varun Mishra, this increase is linked to Apple’s “growing presence and heightened demand in emerging and mid-sized markets, backed by a more robust product mix.”

Apple’s approach of broadening its portfolio, including the introduction of the iPhone 16e in February 2025, is proving effective. Samsung’s shipments rose by 5 percent year-over-year, propelled by its mid-range A series and flagship models like the Galaxy Fold7 and Galaxy S25, yet it fell short of overtaking Apple.

There are rumors that Apple is planning further expansion of its phone range, potentially increasing its lead over rivals. In the meantime, Samsung is reportedly striving to keep pace with Apple’s forthcoming devices. Apple is anticipated to unveil a foldable iPhone later this year, while Samsung is set to launch its Galaxy Z TriFold soon.