Apple overtakes Samsung to become the world’s largest smartphone vendor in 2025

Global smartphone shipments grew for the second consecutive year in 2025, rising 2% year over year, according to preliminary data from Counterpoint Research’s Market Monitor.

Apple reclaimed the top spot in the global market for the first time in years. iPhone shipments increased by 10% in 2025, giving Apple a 20% share of worldwide smartphone shipments.

Analysts attribute the result to the successful launch of the iPhone 17, strong iPhone 16 sales in Japan, India, and Southeast Asia, as well as the completion of a long-awaited upgrade cycle, with millions of users finally replacing older devices.

• Samsung slipped to second place with a 19% market share and 5% year-over-year shipment growth.
• Xiaomi held onto third place with a 13% market share.
• Vivo ranked fourth with an 8% share and 3% growth.
• Oppo rounded out the top five with an 8% market share, despite a 4% decline in shipments.

Among other brands, analysts highlighted Nothing, which posted 31% growth, and Google, whose smartphone shipments increased by 25% year over year.