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Apple ranked first in estimated global smartphone shipments for calendar year 2025, narrowly ahead of Samsung: Counterpoint figures reported by iClarified put Apple at 20% of shipments and Samsung at 19%. The comparison is about devices shipped worldwide during the year—not phones activated, revenue, or the number of people using each brand.
What the 2025 ranking measures
The ranking covers estimated shipments of smartphones worldwide over the full calendar year. Shipments are devices sent into distribution channels; they do not necessarily equal consumer purchases in the same period. The figures are attributed to Counterpoint data in a secondary report, rather than to audited unit totals disclosed by both companies.
On that basis, Apple’s reported lead was one percentage point. The published percentages are rounded, and the available report does not give exact unit totals or the precise unit gap. Treat this as a close annual result, not evidence that Samsung’s business collapsed.
| Vendor | 2025 global shipment share | Year-over-year shipment growth |
|---|---|---|
| Apple | 20% | 10% |
| Samsung | 19% | 5% |
| Xiaomi | About 13% | Not stated in the available report |
| vivo and OPPO | Followed Xiaomi; individual shares not stated | Not stated in the available report |
The same report puts overall smartphone-market growth at 2% year over year in 2025. These are estimates, not a complete set of company-reported shipment disclosures. Different firms may produce different rankings if they use different channel data, period definitions, or assumptions.
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Why Apple moved ahead
The iPhone 17 and holiday quarter
Apple’s strongest period was reportedly the fourth quarter, when it accounted for roughly one-quarter of global smartphone shipments. The report attributes much of that momentum to the iPhone 17 family, whose launch came ahead of the holiday buying season. That seasonal pattern can weigh heavily in an annual total, but a strong quarter alone does not establish who led every quarter.
Older iPhones still contributed
The report also says the iPhone 16 line continued to sell well in India, Japan, and Southeast Asia. Prior-generation models can remain part of a brand’s appeal as retailers and carriers offer them alongside newer devices; the available figures do not quantify how much each model contributed.
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Premium demand and replacement cycles
The reported result coincided with a market shift toward premium smartphones, a segment in which Apple is particularly concentrated. The report also links demand to aging devices reaching replacement age after pandemic-era purchasing. These are explanations offered alongside the shipment figures, not proof that any single factor caused Apple’s lead.
Samsung grew, even as it placed second
Samsung’s shipments reportedly rose 5% in 2025, while Apple’s grew 10%. The report points to the Galaxy A midrange range, premium Galaxy devices, and foldables such as the Galaxy Z Fold line as supports for Samsung’s performance. Its wider spread of price points and form factors gives it a different competitive profile from Apple’s more concentrated iPhone portfolio.
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A shipment ranking does not show which company earned more per phone, had higher smartphone profits, or generated more revenue. Nor does it capture software, services, or the value of each company’s wider business. Apple’s premium-weighted mix may matter greatly to its finances, but this ranking alone cannot establish a revenue or profitability leader.
What the result does—and does not—say
Annual shipments are not installed base
Installed base means the active phones already in use, accumulated across many years. A company can lead shipments in one year without having the largest active user base. The 2025 ranking does not resolve whether Apple or Samsung has more phones in use worldwide.
Rank #4
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Global share is not local leadership
A worldwide result can conceal very different brand positions by country or region. It does not mean Apple led in every market, and the reported global figures do not provide country-level shares.
A one-point lead is not market dominance
Apple’s reported 20% share means roughly one-fifth of estimated worldwide shipments, not one-fifth of smartphone users or control of the market. Android vendors collectively account for the remainder, with Chinese brands including Xiaomi, vivo, and OPPO among the other significant competitors.
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Units are not revenue
Shipment share counts devices, not dollars. It cannot be used by itself to compare average selling prices, revenue, or profit. Those questions require separate financial or market data and definitions.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What could change the ranking in 2026?
The cited report attributes a forecast decline of about 3% in global smartphone shipments in 2026 to supply pressure and rising memory costs, as AI data-center demand competes for components. That is a forecast, not an observed outcome, and its effect on vendor rankings is uncertain.
Higher component costs could squeeze lower-priced models more sharply, while premium vendors may have more room to absorb costs. But Apple’s pricing power is not a guarantee of continued leadership, and Samsung’s broad range may help it serve buyers at multiple price points. The ranking will also depend on new-device demand, promotions, component availability, and regional performance. The 2025 result is a starting point for that contest, not a prediction that Apple will remain first.
Why other rankings may differ
Shipment estimates can vary according to whether a firm tracks devices entering distribution channels or purchases by consumers, how it groups brands and parent companies, the period covered, and its treatment of vendors that do not publish unit totals. Rounding can also obscure a narrow margin. For the same reason, avoid treating the reported one-point difference as an exact count of devices.
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