Apple has overtaken Samsung to become the world’s leading smartphone vendor, marking a significant milestone after more than a decade of dominance by its South Korean rival. Preliminary data from market intelligence firm shows Apple shipped 81.3 million units in the fourth quarter of 2025, capturing a 24.2% share of global shipments—a record high for the company.
The results underscore Apple’s strong performance with its iPhone 17 series, which delivered its best quarterly growth since 2021 and generated the highest revenue in any single quarter to date. Despite economic headwinds, including memory chip shortages and supply chain disruptions, the premium segment continued to drive market expansion.
Samsung, while slipping to second place, reported robust growth with 61.2 million shipments—a nearly 18% increase year-over-year. Xiaomi secured third place with 37.8 million units shipped, while vivo and Oppo each accounted for around 27 million shipments in the quarter.
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The shift in market leadership comes as Apple’s annual shipments for 2025 reached a record 247.8 million units, representing nearly one in every five smartphones sold worldwide. Samsung followed closely with 241.2 million units shipped, while Xiaomi, vivo, and Oppo each accounted for smaller but significant portions of the market.
Looking ahead, industry analysts suggest that the ongoing memory chip shortage could disrupt supply chains further, potentially leading to higher smartphone prices in 2026. Larger manufacturers are expected to benefit from economies of scale, securing better component pricing and maintaining market stability.
The global smartphone market saw a modest but steady increase of 1.9% in 2025, reaching 1.26 billion units shipped—a reflection of sustained consumer demand despite economic uncertainties. As the industry navigates these challenges, Apple’s ability to sustain its momentum will be closely watched by competitors and analysts alike.
