Apple is projected to surpass Samsung in global smartphone shipments in 2025, reclaiming the top spot for the first time since 2011, ending Samsung's 14-year dominance. This shift is primarily driven by the strong reception of the new iPhone 17 series and a significant upgrade cycle.

• Counterpoint Research forecasts Apple's 2025 global shipment share at 19.4%, narrowly beating Samsung's 18.7%.
• The iPhone 17 series saw a 12% higher sales in the US and an 18% bump in China compared to its predecessor.
• Samsung’s strategy in emerging markets like Africa will focus on its A-series to compete against aggressive pricing and features from Chinese OEMs such as Transsion, Xiaomi, Vivo, and OPPO.