Apple overtook Samsung to become the world's top smartphone brand in 2025 for the first time in 14 years. Apple captured a 20% global market share as overall smartphone shipments grew 2% year-on-year, helped by high 5G adoption and delayed upgrades after COVID-19.

Apple's growth was driven by strong demand for the iPhone 17 series and continued sales of the iPhone 16, which sold well in India, Japan, and Southeast Asia, making it the best-selling phone in India. In the last quarter of 2025, it reached a record 25% share of global shipments, leveraging strong premium demand and a broad upgrade cycle.

Despite growth in the Galaxy A, S25, and Fold 7 models, Samsung slipped to second place with a market share of around 18–19%, while Xiaomi remained in third place with 13%. Vivo experienced modest growth this year, while Oppo saw a slight decline globally despite gains in some regions.