Apple surpassed Samsung in smartphone shipments for the first time in 14 years.

American corporationApple will capture 20% of the global smartphone market by 2025, posting a 10% increase in shipments, surpassing Samsung for the first time in 14 years, according to the Counterpoint Research analytical center. The South Korean manufacturer's share reached 19%, with shipments growing by 5%.

Apple's growth was driven by sales of the iPhone 17 and strong demand for the iPhone 16 in Japan, India, and Southeast Asia, explained analyst Varun Mishra. "This dual boost was further enhanced by the fact that the upgrade cycle in the eraCovid reached its tipping point as millions of users needed to replace their devices," he added.

Xiaomi took third place with a share of 13%, and the Chinese vivo and OPPO took fourth place with shares of 8% each.

The remaining 32% of deliveries were accounted for by other companies. The researchers noted the producers of Nothing andGOOGLE , which showed growth of 31% and 25% respectively.

Global smartphone shipments increased by 2% overall, driven by demand for premium devices and the expansion of 5G in emerging markets. "Throughout 2025, growth remained uneven across regions. Markets such as Japan , the Middle East and Africa (MEA), and parts of the Asia-Pacific (APAC) region offset weakness in mature markets," noted analyst Shilpi Jain.

Experts emphasize that the smartphone market may decline in 2026 due to a chip shortage and rising component prices. Despite this, Apple and Samsung will maintain their positions thanks to their premium segments and stable supply chains. In light of this forecast, research director Tarun Pathak reported that smartphone prices have already begun to rise.

Russian experts have previously warned about the price increase trend mentioned by Pathak. For example, Andrey Tarasov, executive director of the distribution company diHouse, expects a 12% increase in retail prices for smartphones, while a representative of Marvel Distribution expects a 30% increase.

In 2023, Apple overtook Samsung in smartphone sales, according to the International Data Corporation (IDC). The company sold 234.6 million devices, topping the global ranking for the first time. Samsung took second place with 226.6 million smartphones sold, while Xiaomi came in third with over 153 million devices sold and a 12.5% ​​market share. Samsung had previously held the smartphone market leadership for 12 years.

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