Apple appears to have regained the annual global smartphone shipment crown in 2025, ending Samsung’s run at the top since 2011. But the result is period-specific: Samsung led the market in both the first and second quarters of 2026.
Counterpoint’s preliminary figures put Apple at about 20% of 2025 smartphone shipments versus Samsung’s 19%. IDC ranked Samsung first in Q1 2026, while Counterpoint gave Samsung a 24% share in Q2 against Apple’s 20%. “World’s top phone maker” therefore needs a qualifier: the ranking concerns global smartphone shipments, not revenue, profit, installed base or every quarter.
What the headline actually measures
Market trackers generally rank smartphone vendors by shipments—units sent into distribution channels during a period. A shipment is not necessarily a phone purchased by an end user in that same period.
- Sell-through: consumer purchases, which can differ from shipments because retailers carry inventory.
- Revenue and profit: financial measures in which Apple’s premium pricing can produce a stronger result than its unit share suggests.
- Installed base: active phones in use, a cumulative measure rather than an annual ranking.
- Vendor scope: Samsung covers entry-level Galaxy A phones, premium Galaxy S devices and foldables, while Apple’s lineup is concentrated in iPhones.
The most defensible wording is therefore “largest smartphone vendor by global shipments” for a named period.
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Did Apple overtake Samsung?
Yes for the full year 2025, based on preliminary market-intelligence data, but not as a continuous 2026 lead.
| Period | Leader | Apple result | Samsung result | Source and status |
|---|---|---|---|---|
| Full-year 2025 | Apple | About 20% share | About 19% share | Counterpoint preliminary figures |
| Q1 2026 | Samsung | Second place | First place | IDC final historical data |
| Q2 2026 | Samsung | 20% share; shipments up 3% year over year | 24% share | Counterpoint preliminary estimate |
The initial Counterpoint forecast, published in late 2025, projected Apple at 19.4% and Samsung at 18.7% for the year—Apple’s first annual shipment lead since 2011. Counterpoint also forecast Apple would remain ahead through 2029, but that is a projection rather than a guaranteed outcome. Read the forecast.
IDC separately forecast more than 247 million Apple shipments in 2025. Such figures are estimates or preliminary market-monitor data, and different firms can classify channels, brands and reporting periods differently.
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Why Apple gained ground in 2025
The iPhone 17 launch hit Apple’s strongest season
Apple announced the iPhone 17 on September 9, 2025, with an A19 chip, a 6.3-inch display with ProMotion, 48-megapixel main and ultra-wide cameras, and 256GB of starting storage. Preorders began September 12 and initial-market availability began September 19. The launch also introduced an iPhone Air in place of a traditional Plus model, according to Counterpoint’s market analysis. Apple’s announcement arrived just before the holiday quarter, when iPhone demand typically has its greatest effect on annual shipments.
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Counterpoint linked Apple’s performance to strong premium-device demand and iPhone 17 momentum. A concentrated lineup lets Apple focus production, component allocation and marketing on fewer high-volume models. Trade-in programs and carrier subsidies can lower the effective price without changing the phone’s list positioning.
China improved, although results varied by quarter
IDC said iPhone share in China exceeded 20% in October and November 2025 and raised its China Q4 growth forecast for Apple from 9% to 17%. IDC later reported more than 30% year-over-year Apple sales growth in China in Q1 2026. Counterpoint described China as a relative weak spot for Apple in Q2 2026. Those findings refer to different quarters and methodologies, so they are not inherently contradictory. IDC’s 2025 and Q1 2026 coverage.
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Evidence across several models
Counterpoint reported that the iPhone 16 was the world’s best-selling smartphone model in 2025 and that Apple placed seven models in the global top ten. The iPhone 17 series sold 16% more than its predecessor series during its first full quarter. Counterpoint also ranked the iPhone 17 series as the top-shipped global model in Q2 2026. This indicates broad model strength, not that every iPhone outsold every Galaxy phone. Model ranking details.
Why Samsung remains a formidable rival
A portfolio that covers more price bands
Samsung sells from entry-level Galaxy A phones through Galaxy S flagships and Galaxy Z foldables. That breadth gives it volume in markets where Apple has little or no low-cost presence.
Strong product-cycle timing
IDC credited the Galaxy S26 Ultra and earlier A-series shipments with helping Samsung take first place in Q1 2026. In Q2, Samsung’s 24% share was four percentage points above Apple’s, showing that Apple’s annual 2025 win did not remove Samsung’s quarterly advantage. IDC Q1 data.
Rank #4
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Supply-chain and regional resilience
Counterpoint and IDC pointed to Samsung’s diversified range and vertical integration as advantages while memory costs and pricing pressure intensified. Foldables and the S-series give Samsung premium alternatives, while the A-series supplies mainstream volume.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.The smartphone market is shrinking
The leadership change occurred against a difficult market backdrop. IDC reported 293.8 million global smartphone shipments in Q1 2026, down 2.9% year over year. Counterpoint estimated an 11% year-over-year decline in Q2, the lowest second-quarter level since 2013. IDC forecast full-year 2026 shipments would fall 13.9% to about 1.09 billion units, citing memory shortages and higher prices. Counterpoint Q2 data.
Smaller vendors such as Xiaomi, Oppo and Vivo are more exposed to entry-level and midrange demand, where memory-cost inflation is especially painful. Consequently, Apple or Samsung can gain unit share even when their own shipments are flat or only modestly higher.
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- Up to 29 hours video playback. USB-C, Supports USB 3 for up to 20x faster transfers. Face ID
Is Apple’s lead sustainable?
Apple has several supports: premium demand, a large installed iPhone base, high resale and trade-in values, supply-chain scale and less exposure to the cheapest segment. Counterpoint’s forecast through 2029 reflects those strengths, but it remains a forecast.
The ranking could change with a weak iPhone launch, production delays, higher prices from memory or tariff costs, renewed China pressure, aggressive Galaxy S or foldable cycles, stronger Chinese competition, longer replacement intervals, currency weakness or a shift toward features where rivals move faster. Samsung’s Q1 and Q2 2026 leadership is already evidence that annual momentum does not guarantee quarterly control.
What this means for someone buying a phone
A shipment ranking is not a personal recommendation. Compare the platform, total cost and contract terms that affect you.
- Apple may fit: existing iPhone users, Apple Watch or Mac owners, buyers prioritizing iOS continuity, long software support, video capture and resale value.
- Galaxy may fit: Android users, shoppers needing a wider price range, buyers interested in Ultra productivity features, foldables or extensive customization.
Check current manufacturer and carrier terms immediately before buying: Apple’s iPhone store, Apple Trade In, Samsung smartphones and Samsung trade-in. Carrier credits can require an eligible plan, an installment period and monthly bill credits. Apple’s launch announcement advertised up to $1,100 in U.S. carrier trade-in credits for eligible iPhone 13-or-newer devices toward iPhone 17 Pro, subject to carrier terms; promotional values and eligibility change.
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The Bottom Line
Apple appears to have won the full-year 2025 global smartphone shipment ranking, but Samsung led Q1 and Q2 2026. The accurate conclusion is an annual Apple comeback—not a permanent, uncontested takeover.
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