Apple beat fierce rival Samsung to claim the largest share of the global smartphone market in 2025, while global smartphone shipments grew by two percent year-on-year (down on 2024’s four percent growth). That’s according to Counterpoint Research’s preliminary Market Monitor report, which had both Apple and Samsung neck-and-neck with 19 and 18 percent market share in 2023 and 2024, respectively.
The latest results put Apple’s share of the global market at a whopping 20 percent, with Samsung occupying an undisputed second place with 19 percent. Apple also enjoyed the top five brands' highest year-on-year shipment growth at +10% percent, with Samsung lagging behind at +5%.
