Samsung’s reign at the top of the global smartphone market once looked unshakeable. Fourteen straight years as the world’s largest phone shipper by volume had cemented that belief. In 2025, that streak finally ended.

How did Apple reclaim the smartphone crown?

According to full-year estimates from Counterpoint Research, Apple captured 20% of global smartphone shipments last year, narrowly edging past Samsung, which finished at 19%. The margin was slim, but the symbolism was large: Apple returned to the top of the shipment rankings for the first time in over a decade.

Analysts say the shift reflects more than a one-off cycle. After years of pressure from Chinese brands and longer upgrade cycles, Apple appears to have found fresh momentum.

Why is Apple moving downmarket now?

A key change lies in strategy. While Samsung has doubled down on premium devices, Apple has begun targeting mid-range buyers with more aggressively priced iPhones. With North America and Europe largely saturated, growth is increasingly coming from markets such as India, the Middle East, and Southeast Asia.

Counterpoint analysts argue that Apple can no longer rely only on high-end models to grow volumes. Expanding the mid-tier lineup has become essential to winning price-sensitive Android users in emerging economies.

Did the iPhone 17 drive the turnaround?

Apple’s resurgence accelerated in the final quarter of 2025. Shipments rose 10% year on year, double Samsung’s growth rate. The iPhone 17 series, launched in September, delivered a notable performance upgrade and a refreshed design, helping Apple account for roughly a quarter of all global smartphone shipments in the quarter - its strongest three-month showing on record.

Replacement demand also returned as pandemic-era phones aged out, while tariff fears in the US triggered a wave of early purchases.

What comes next in an increasingly crowded market?

China remains fiercely competitive, with Huawei resurgent and rivals like Xiaomi, Oppo, and Vivo launching new models at speed. Looking ahead, Apple’s next test will be execution. Analysts say a successful rollout of its upgraded on-device AI system, Apple Intelligence, in 2026 could determine whether this comeback marks a brief peak - or a lasting shift at the top.