Apple Surpasses Samsung in iPhone Shipments for First Time Since 2011
Apple has overtaken Samsung in global smartphone shipments for the first time in 14 years, capturing 20.1 percent market share in the third quarter of 2025. Samsung trailed at 18.6 percent, while Xiaomi held third place with 14.8 percent. The shift reflects Apple’s sustained demand for premium devices amid a stabilizing market that shipped 301.1 million units overall, up 5.1 percent from the prior year.
Counterpoint Research attributes Apple’s lead to strong iPhone 16 series performance, bolstered by AI features and ecosystem lock-in. Samsung’s Galaxy S24 lineup contributed to a narrower gap, but delays in foldable models hampered growth. The global smartphone market expanded modestly, driven by recovery in emerging regions like Latin America and Middle East Africa, where average selling prices rose 2 percent to $338.
Apple’s U.S. dominance persists, with 54 million iPhones shipped domestically, representing 45 percent of total sales. Samsung captured 23 percent in the U.S., relying on mid-range A-series devices for volume. China’s market, the world’s largest, saw Apple gain ground through localized promotions, shipping 10.5 million units against Samsung’s 5.8 million.
Premium segment growth accelerated, with devices over $600 accounting for 28 percent of shipments, up from 25 percent a year earlier. Apple’s Pro models drove this trend, featuring advanced neural engines for on-device machine learning tasks. Samsung countered with AI-enhanced cameras in its Ultra variants, but overall ASP for its portfolio dipped slightly due to promotional pricing.
Market analysts project continued consolidation, with the top five vendors—Apple, Samsung, Xiaomi, Vivo, and Oppo—controlling 72 percent share by year-end. Vivo and Oppo expanded in Southeast Asia via affordable 5G options, each shipping around 20 million units quarterly. Emerging threats include Tecno and Infinix, which doubled shipments in Africa to 12 million combined.
Supply chain dynamics favored Apple, with TSMC’s 3nm process yielding higher iPhone production volumes. Samsung faced constraints from its own foundry shifts toward 2nm nodes for future Exynos chips. Global component costs stabilized, but geopolitical tensions over rare earths added 3 percent to display panel expenses.
For U.S. consumers, the milestone underscores Apple’s pricing power, with iPhone 16 starting at $799 versus Samsung’s Galaxy S24 at $799. Trade-in programs boosted Apple’s upgrade cycle, recycling 9 million devices in Q3. Samsung emphasized carrier subsidies, securing 40 percent of Verizon and AT&T activations.
Looking ahead, fourth-quarter shipments could reach 385 million units, fueled by holiday promotions and 5G penetration hitting 60 percent globally. Apple plans iterative updates to Apple Intelligence features, integrating with iOS 19 for enhanced Siri capabilities. Samsung eyes recovery through Galaxy Z Fold 7 launches in early 2026.
This reversal highlights shifting consumer priorities toward integrated ecosystems over hardware variety. Apple’s services revenue, including App Store and iCloud, generated $24.2 billion in the quarter, offsetting hardware margins. Samsung’s diversification into appliances and displays provided a buffer, contributing 35 percent to group revenue.
Overall, the data signals a maturing market where innovation in software and AI differentiates leaders. As 6G research advances, vendors investing in modular designs may gain edges in sustainability and upgradability. For American buyers, options abound, but loyalty to platforms increasingly dictates choices.
