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Apple sold more smartphones globally over the full year 2025, while Samsung led the latest reported quarter, Q2 2026. The answer changes because annual shipments, quarterly shipments, retail purchases, revenue and profit measure different things.
For a defensible comparison, use “smartphone shipments” rather than the broader phrase “phones sold.” The figures below are market-research estimates, primarily of new devices shipped into distribution channels—not audited totals of every phone purchased by consumers.
The short answer
| Period or question | Leader | What the data shows |
|---|---|---|
| Full year 2025, global shipments | Apple | Omdia estimated 240.6 million iPhone shipments, narrowly ahead of Samsung. |
| Q4 2025, global shipments | Apple | Apple held 25% share versus Samsung’s 18%, according to Omdia. |
| Q1 2026, global shipments | Samsung, narrowly | IDC estimated 62.4 million Samsung shipments versus 61.8 million for Apple. |
| Q2 2026, global shipments | Samsung | Counterpoint’s preliminary data gave Samsung 24% share versus Apple’s 20%. |
| Best-selling individual model in 2025 | Apple | Counterpoint identified the iPhone 16 as the world’s best-selling smartphone model. |
| United States, Q1 2026 | Apple | Omdia ranked Apple first and Samsung second. |
So the most accurate one-sentence verdict is: Apple won the last completed full year, but Samsung won the latest quarter.
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Apple’s 2025 annual lead
Omdia estimated that the global smartphone market shipped about 1.25 billion devices in calendar 2025, up 2% year over year. Apple shipped an estimated 240.6 million iPhones, up 7%, and finished marginally ahead of Samsung. Omdia said Apple was the world’s largest smartphone vendor for the third consecutive year.
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These are Omdia estimates, not an audited unit total reported by Apple. Different research firms can produce slightly different rankings because they use proprietary channel data, definitions and estimation methods. Apple’s 2025 lead was close enough that the margin should not be presented as a decisive blowout.
Apple’s strongest period was the holiday-heavy fourth quarter. Omdia estimated that Apple held 25% of global smartphone shipments in Q4 2025, compared with Samsung’s 18%. Demand for the iPhone 17 series and the seasonal buying cycle helped Apple finish the year strongly. Omdia’s full-year analysis and its Q4 report provide the underlying estimates.
Samsung led the latest quarter
For Q2 2026, Counterpoint Research’s preliminary global sell-in data put Samsung at 24% market share and Apple at 20%. Samsung therefore regained the global quarterly No. 1 position. Apple’s shipments still grew 3% year over year, so Samsung’s lead does not mean that Apple’s business suddenly collapsed.
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Why the quarterly and annual answers differ
Apple and Samsung have different launch calendars and product portfolios:
- Apple’s cycle is back-loaded. New iPhones typically arrive in the second half of the year, and sales benefit from the holiday quarter.
- Samsung launches across the year. Its flagship, foldable, midrange and entry-level Galaxy products reach stores on different schedules.
- Launch timing changes quarterly rankings. A delayed flagship, an early release, or a major promotion can move shipments from one quarter to another.
- Channel inventory matters. Shipments to carriers, distributors and retailers may not correspond to consumer purchases in the same period.
An annual total smooths out much of this timing effect. A quarterly ranking is useful for identifying momentum, but it should not be treated as proof that one company will permanently lead every subsequent period.
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What “sells the most” can mean
The phrase hides several different measurements:
Annual global shipments
This is usually the best answer to the conventional question of which company sells the most smartphones. It counts devices shipped through the market during a calendar year. On that basis, Apple led in 2025.
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This reveals the latest market position but is more sensitive to launch schedules, promotions and inventory. Samsung led Q2 2026 after a near-tie in Q1.
Retail sell-through
Sell-through measures devices purchased by end consumers. It can differ from sell-in or sell-in shipments, which track devices entering a carrier or retail channel. The Q2 Counterpoint figures are preliminary sell-in estimates.
Revenue and profit
Revenue measures money generated, not the number of devices. Profit measures what remains after costs. A company selling fewer, more expensive phones can generate more revenue or profit than a company selling more lower-priced devices. Shipment rankings alone cannot determine which company makes more money from smartphones.
IDC’s Q1 2026 table refers to branded-device shipments and excludes refurbished phones. The headline comparisons here therefore concern new smartphones, not every new, used, refurbished or grey-market device transaction. IDC’s market-share page explains its methodology and exclusions.
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Global volume
Apple had the annual global unit lead in 2025. Samsung had the quarterly lead in Q2 2026 and remains the broadest-volume Android vendor. The different results are not contradictory; they describe different time windows.
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Premium smartphones
Apple is generally the stronger premium-market competitor, with Samsung as its principal Android rival. Counterpoint attributed Apple’s Q2 2026 growth to continued demand for its premium iPhone lineup, while IDC said Apple and Samsung were relatively resilient as component-cost pressure affected the market.
“Premium leadership” must still be defined. Premium share could refer to units, wholesale value, retail revenue or another price threshold. It should not be casually treated as proof that Apple wins every premium metric.
Entry-level and midrange phones
Samsung has the broader range across entry-level, midrange and flagship Android categories. Omdia credited Samsung’s 2025 rebound to both Galaxy S and Z shipments and renewed strength in entry-level and mainstream A-series tiers.
That portfolio breadth gives Samsung more opportunities in markets where affordable Android phones account for a large share of purchases. Apple extends its reach with older iPhone generations and lower-priced configurations, but its lineup is more concentrated.
United States
The United States is not a proxy for the global market. Omdia estimated 33.4 million smartphones shipped in the US in Q1 2026, down 3% year over year. Apple remained No. 1 and Samsung ranked second. Apple’s shipments fell 3%, while Samsung’s fell 5%; Omdia said Samsung’s delayed Galaxy S26 launch helped Apple’s relative position. Carrier financing and promotions remained important.
Thus, the US answer for Q1 2026 was Apple even though Samsung narrowly led IDC’s global Q1 shipment table.
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China and emerging markets
China is strategically important to both companies and can materially affect global rankings. Samsung’s wider price coverage is particularly relevant in countries with large entry-level and midrange markets, while Apple is typically stronger in premium-oriented developed markets. A worldwide share percentage should not be interpreted as a uniform result in every country.
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Foldables
Samsung offers a much broader foldable-phone presence through its Galaxy Z range. Apple’s main volume comes from conventional iPhone models. That makes Samsung the more relevant choice for buyers specifically seeking a foldable, but foldable availability does not by itself determine total company-wide smartphone volume.
Does Apple sell more individual phone models?
No. Apple’s portfolio is relatively concentrated in a smaller number of iPhone generations and configurations, while Samsung spreads volume across Galaxy S, Galaxy Z, Galaxy A and other price tiers.
Fewer active model families do not prevent Apple from leading total shipments. In fact, concentrated demand around a small number of models can produce substantial company-wide volume. Counterpoint reported that the iPhone 16 was the best-selling individual smartphone model in 2025 and that Apple occupied seven of the global top-ten model positions. That is model-level evidence, not a claim that Apple has the broader lineup. Counterpoint’s model-sales report supports those rankings.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Which company makes more money from phones?
Do not answer that question using shipment volume alone. Apple’s premium-heavy portfolio can generate higher revenue per device, while Samsung sells many more devices across lower price tiers. To compare financial performance properly, you would need comparable smartphone revenue, operating profit, average selling price and reporting periods.
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Also avoid comparing Apple with Samsung Electronics’ total corporate revenue. Samsung Electronics includes semiconductors, displays, appliances and other businesses. The relevant comparison is Apple’s iPhone-related business against Samsung’s mobile-device operations, using clearly matched periods and accounting definitions.
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What the numbers mean for a buyer
Market leadership is not a substitute for choosing the right phone. Apple’s annual shipment lead does not automatically make an iPhone the best purchase, and Samsung’s quarterly lead does not automatically make a Galaxy the better value.
For a personal-finance comparison, calculate the full cost rather than comparing headline prices:
- Upfront price and equivalent storage capacity
- Monthly financing cost and required carrier plan
- Trade-in credit and promotional bill credits
- Warranty or protection-plan cost
- Expected resale value
- Repair cost and local repair availability
- Likely ownership period and software-support needs
When an iPhone may make more financial sense
An iPhone may fit buyers who already use Apple devices and services, value a simpler model range, or expect strong resale demand. Check the current configuration, trade-in value and financing terms on Apple’s official buying page and Apple Trade In.
When a Galaxy may make more financial sense
A Galaxy may suit buyers who want Android, a wider range of price points, selected stylus support, advanced display or camera options, or a foldable design. Compare like-for-like storage and total promotional terms on Samsung’s official smartphone page and Samsung Trade-In.
Do not assume one brand is cheaper without checking equivalent storage, carrier requirements, trade-in conditions and the duration of bill credits. Advertised “free phone” offers commonly depend on a qualifying plan and installment agreement.
Important caveats when reading rankings
- Calendar year versus fiscal year: Apple’s fiscal reporting calendar differs from calendar-year market estimates. Do not compare them without aligning the periods.
- Smartphones versus all phones: These figures do not answer how many feature phones, used phones or refurbished phones were sold.
- Research firms use different methods: IDC, Omdia and Counterpoint may differ on sell-in versus sell-through, preliminary versus final data, brand treatment, regional coverage and shipment windows.
- Near-ties need careful wording: IDC’s Q1 2026 estimates differed by only 0.6 million units and 0.2 percentage points. That was an extremely close race, not a blowout.
- Forecasts are not results: IDC’s expectation that global smartphone shipments could fall 13.9% in 2026, with a record projected average selling price of $550, is a forecast and should not be presented as a completed annual outcome.
Final verdict
Apple sold the most smartphones globally over the last completed full year, 2025. Omdia estimated 240.6 million iPhone shipments and placed Apple marginally ahead of Samsung.
Samsung sold more in the latest reported quarter, Q2 2026. Counterpoint’s preliminary sell-in estimates gave Samsung 24% global share versus Apple’s 20%.
The practical scorecard is therefore: Apple leads the latest annual global ranking, the latest individual-model ranking and the US market; Samsung leads the latest quarter, Android volume and lineup breadth. The correct answer depends on the period and metric—not on a permanent single winner.
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