Apple appears ready to reclaim the top position in the global smartphone market for the first time in 14 years, according to new data shared by CNBC based on insights from Counterpoint Research. The report suggests that 2025 could mark a major shift in market leadership, with Apple expected to surpass Samsung in total smartphone shipments.
Industry analysts project that Apple will ship approximately 243 million iPhones in 2025. Samsung, long recognized as the world’s leading smartphone manufacturer, is expected to ship around 235 million units during the same period. While the difference in market share is narrow, Apple is forecast to hold 19.4% of the global market, placing it just slightly ahead of Samsung by less than a one percent margin.
This potential shift reflects evolving global consumer trends, with strong demand for premium devices driving Apple’s sustained growth. The company’s strategy of focusing on high-end hardware, longer software support and a tightly integrated product ecosystem continues to attract buyers in both mature and emerging markets. Analysts note that the expansion of financing options and trade-in programs has also boosted iPhone sales worldwide.
Samsung, meanwhile, remains a dominant player with a diverse product portfolio that spans entry-level to premium flagship devices. However, competition in the mid-range segment from Chinese manufacturers has intensified, affecting Samsung’s shipment volume in key regions. Despite this, the brand continues to innovate aggressively, especially in foldable smartphones and high-performance Android devices.
If projections hold true, Apple’s rise to the top would mark a significant milestone in the tech industry, breaking a streak that has seen Samsung lead global smartphone shipments since 2010. Market experts point out that Apple’s momentum is likely supported by upcoming iPhone releases, expected hardware upgrades and strong brand loyalty across major markets.
The report also highlights that global smartphone demand is gradually recovering after a period of slowed growth. With improvements in supply chains, increased consumer spending and rising interest in AI-driven mobile features, the competition between leading brands is expected to intensify further in 2025.
As the smartphone landscape continues to evolve, all eyes remain on how Apple and Samsung adapt their strategies. If the forecasts materialize, 2025 could redefine industry rankings and reshape market dynamics for years to come.
