In 2025, Apple surpassed Samsung to become the global leader in smartphone shipments, capturing a significant 20% market share as the overall market grew by 2% year-over-year. This shift highlights a "premiumization" trend driven by 5G upgrades and aggressive financing.

• Apple achieved a 10% year-over-year growth, the highest among the top five brands, driven by strong performance of the iPhone 17 and iPhone 16 series.
• Counterpoint Research data shows Samsung retained the second position with 19% market share and 5% growth, relying on its Galaxy A series and new premium models.
• The report forecasts a softening in the 2026 smartphone market, with a 3% downward revision, due to component shortages and rising costs as chipmakers prioritize AI data centers, according to Research Director Tarun Pathak.