Apple Overtakes Samsung to Lead Global Smartphone Market in 2025
Apple leads 2025 smartphone market with 20% share, but AI-driven memory shortages threaten 2026 growth and affordability...
✨ Key Highlights
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.
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Apple Overtakes Samsung in 2025 Shipments as Realme Rejoins OPPO - January 2026
In 2025, Apple surpassed Samsung to become the global leader in smartphone shipments, capturing a 20% market share as the overall market grew 2% year-over-year. This shift highlights a market "premiumization" trend. Amid intense market pressures and declining sales for OPPO, Realme has officially returned to OPPO as a sub-brand after seven years of independence, effective January 2026. This consolidation occurred within BBK Electronics. Meanwhile, OPPO Kenya is scheduled to launch its new Reno15 Series smartphones on January 23, 2026, which will feature three models: the Reno15 Pro, Reno15, and Reno15F.
