### Apple Reclaims Smartphone Supremacy in 2025 In a significant shift within the global smartphone market, Apple has emerged as the leading smartphone brand in 2025, surpassing its long-time rival Samsung. This achievement is attributed to a robust demand for the iPhone, particularly the iPhone 17 series, and a strategic expansion into emerging markets. Apple's market share reached **20%**, marking a notable **10% year-on-year growth**, the highest among the top five smartphone brands. This development is particularly remarkable as it marks the first time in 14 years that Apple has held the top position in global smartphone shipments, as reported by Counterpoint Research [https://www.india.com/technology/apple-tim-cook-samsung-apple-iphone-iphone-sales-vivo-samsung-smartphones-tech-news-global-phone-market-xiaomi-smartphones-global-smartphone-shipments-8266291]. ### Breakdown of Apple's Market Leadership 1. **Market Share and Growth**: - Apple captured **20%** of the global smartphone market in 2025. - The company experienced a **10%** increase in shipments year-on-year, the highest growth rate among leading brands [https://www.mobileeurope.co.uk/apple-back-on-top-but-soaring-memory-prices-dampen-2026-market]. 2. **Competitive Landscape**: - Samsung followed closely with a **19%** market share, while Xiaomi and Vivo held the third and fourth positions, respectively [https://www.hindustantimes.com/technology/apple-overtakes-samsung-to-become-the-world-s-top-smartphone-brand-in-2025-report-101768282944255.html]. - This shift in rankings highlights a competitive landscape where Apple has effectively leveraged its premium brand appeal to outpace competitors [https://www.techstory.in/apple-tops-global-smartphone-market-in-2025-with-a-20-share]. 3. **Driving Factors**: - The growth in Apple's market share is attributed to strong demand for the iPhone 17 series and an expanding product line that caters to emerging markets [https://www.bizwatchnigeria.ng/apple-overtakes-samsung-to-lead-global-smartphone-market-in-2025]. - Economic momentum in these markets has also played a crucial role in boosting smartphone shipments globally, which increased by **2%** year-on-year [https://www.channelnewsasia.com/business/apple-leads-global-smartphone-market-20-share-in-2025-says-counterpoint-5852586]. ### Supporting Data and Evidence - **Market Share Comparison**: - **Apple**: 20% (10% YoY growth) - **Samsung**: 19% - **Xiaomi**: 15% - **Vivo**: 12% - **Others**: 34% [https://www.macrumors.com/2026/01/12/apple-tops-2025-smartphone-market]. - **Global Smartphone Shipments**: - Total shipments rose by **2%** in 2025, indicating a recovery and growth in consumer demand across various regions [https://www.deccanchronicle.com/technology/apple-leads-global-smartphone-market-with-20-share-in-2025-says-counterpoint-1929963]. ### Conclusion: Apple's Strategic Victory in 2025 In summary, **Apple's resurgence as the leading smartphone brand in 2025** is a testament to its effective marketing strategies and product innovations. The following points encapsulate the key findings: 1. **Market Leadership**: Apple achieved a **20%** market share, overtaking Samsung for the first time in 14 years. 2. **Growth Drivers**: Strong demand for the iPhone 17 series and expansion into emerging markets fueled this growth. 3. **Future Outlook**: While Apple leads now, challenges such as rising component costs and potential market softening in 2026 could impact future performance [https://www.businesstimes.com.sg/international/global/apple-leads-global-smartphone-market-20-share-2025]. This comprehensive overview highlights Apple's strategic maneuvers that have allowed it to reclaim its position at the forefront of the global smartphone market.