The king has finally been dethroned after a fourteen year reign. In a historic shift for the mobile industry, Apple officially surpassed Samsung to become the world’s best selling smartphone brand in 2025. This seismic change in the hierarchy was fueled by the massive success of the iPhone 17 lineup and surging demand in emerging markets.
Global sales numbers show massive shift
The latest data paints a clear picture of a changing landscape. According to figures released by Counterpoint Research this week, Apple secured the top spot by capturing one fifth of all global smartphone shipments in 2025. This achievement pushes Samsung into second place. The Korean tech giant finished the year with a 19 percent market share.
While both companies actually grew their shipment numbers compared to the previous year, the pace of growth was the deciding factor. Apple recorded a stunning 10 percent year over year increase. This made it the only brand among the top six global manufacturers to achieve double digit growth. This momentum allowed them to leapfrog Samsung despite the latter’s consistent sales of budget friendly devices.
The gap between the top two and the rest of the field remains significant. China’s Xiaomi held onto the third position with a 13 percent share of the global market. However, the story of the year is undoubtedly the reversal of fortunes at the very top. Industry watchers have waited over a decade to see if the iPhone maker could ever match the sheer volume of Samsung.
Here is how the top three stacked up in 2025:
| Rank | Brand | Market Share | Year-over-Year Growth |
|---|---|---|---|
| 1 | Apple | 20% | +10% |
| 2 | Samsung | 19% | Single Digit |
| 3 | Xiaomi | 13% | Stable |
titanium iphone 17 pro standing on a podium with sales chart background
iPhone 17 upgrades fuel record demand
The primary engine behind this surge was the launch of the iPhone 17 series in the fall. Analysts credit the “supercycle” of upgrades to Apple finally bringing premium features to its standard models. For years, users had to buy the Pro models to get the best screen technology.
That changed in 2025. The standard iPhone 17 arrived with a 120Hz OLED screen. This feature, known as ProMotion, offers smoother scrolling and better video playback. It was previously exclusive to the more expensive Pro handsets. By bringing this to the entry level flagship, Apple removed the biggest reason for customers to hold off on upgrading.
“The iPhone 17 series gained significant traction in Q4 following its successful launch,” noted senior analyst Varun Mishra.
The device was described by reviewers as a “sleeper hit.” Beyond the screen, it featured a more durable build and significantly better battery life. These practical improvements resonated with average consumers who keep their phones for three or four years. The value proposition was simply too good to ignore.
Feature upgrades that drove the iPhone 17 success:
- Display: Introduction of 120Hz ProMotion on base models.
- Cameras: Sensor upgrades for both front and rear shooters.
- Power: Significantly longer battery life compared to the iPhone 16.
- Charging: Faster wired and wireless charging speeds.
Growth in emerging markets plays key role
While the new models grabbed headlines, older devices did the heavy lifting in developing regions. The report highlights that Apple is no longer just a premium player in the West. The company saw exceptional performance in Japan, India, and Southeast Asia throughout 2025.
The iPhone 16 continued to sell in high volumes in these territories. Price adjustments and local manufacturing incentives in India helped Apple penetrate markets that were once dominated by Android. This strategy of keeping previous generation phones in the lineup at lower prices has paid off handsomely.
This expanded reach was critical for the annual victory. Samsung has traditionally ruled these markets with its Galaxy A series. However, as the middle class grows in these regions, more consumers are aspiring to own an iPhone. Apple was positioned perfectly to capture this wave of upgraders in 2025.
Pro models shine while Air struggles
The road to the top was not without a few potholes. Apple attempted to shake up its lineup with a new “iPhone Air” model. This device focused on being ultra thin rather than powerful. However, reports from Nikkei Asia indicate that sales for the Air were underwhelming.
Consumers voted with their wallets. They preferred performance and battery life over thinness. Apple reportedly had to slash production of the Air model just weeks after launch. This failure makes the overall victory even more impressive. The company hit number one despite one of its new models flopping.
The slack was picked up by the high end iPhone 17 Pro and Pro Max. These devices introduced a completely new design language. They moved away from the look established by the iPhone 11 Pro years ago.
“Massive demand for iPhone 17 has significantly accelerated Apple’s performance,” stated IDC analyst Nabila Popal.
The Pro models also introduced a vapor chamber cooling system for the first time. This allowed for sustained gaming performance without overheating. Additionally, the telephoto camera was upgraded to an 8x optical zoom. This feature directly challenged Samsung’s long standing dominance in zoom photography.
Ultimately, 2025 will be remembered as the year the tables turned. After chasing Samsung for 14 years, Apple has proven that a strategy focused on premium devices can beat a volume based strategy. The combination of a strong base model, high end innovation, and global expansion created the perfect storm. It remains to be seen if Samsung can reclaim the throne in 2026, or if we have entered a new era of Apple dominance.
