Apple Beats Samsung in Shipments takes centre stage again as new projections show Apple reclaiming the world’s top smartphone position for the first time since 2011. A fresh analysis by Counterpoint Research forecasts that global smartphone shipments will grow in 2025, but Apple will see the strongest momentum, driven by powerful upgrade demand and the popularity of the iPhone 17 lineup.
iPhone Growth Drives a Market Shift
Counterpoint’s findings show overall smartphone shipments rising by 3.3%, but Apple leading with an impressive 10% year-over-year increase. The report credits this uptick to the iPhone 17 series, which has gained fast traction in key regions, fueled by a wave of users entering their upgrade phase.
Consumers who bought phones during the pandemic are now ready to switch to new models, contributing to the shift. More than 358 million second-hand iPhones were resold from 2023 to mid-2025, and analysts expect many of those buyers to eventually upgrade to new Apple devices.
Samsung Sees Growth but Falls to Second Place
Samsung is projected to report a 4.6% increase in global shipments in 2025, reaching an 18.7% market share — slightly behind Apple’s estimated 19.4%. This marks Samsung’s first drop from the number-one spot in more than a decade.
However, the company is not slowing down. Its shift toward the Galaxy A-series in emerging markets is gaining traction, offering competitive specifications at attractive price points. In developed markets, Samsung’s focus on premium products continues to help defend its share among high-end consumers.
Global Competition Intensifies
Chinese smartphone brands are also adapting to the changing market. They are expanding aggressively into overseas markets while pushing premium-tier devices equipped with advanced features. This strategy is expected to stabilise their global rankings while boosting profitability.
A New Era of Smartphone Leadership
According to Counterpoint, Apple’s renewed lead is not just a short-term win. The firm expects Apple to maintain its position through 2029 as upgrade cycles, ecosystem loyalty, and strong brand demand continue to drive sales.
With Apple Beats Samsung in Shipments becoming the defining trend of the 2025 smartphone landscape, the rivalry enters a new chapter — one led by innovation, timing, and an upgrade-hungry global market.
