Counterpoint: Apple overtakes Samsung for the first time in 15 years

Apple has surpassed Samsung in smartphone unit shipments for the first time since 2011, taking the leading position in the industry for 2025, according to a report by analytics firm Counterpoint Research.

Analysts estimate that Apple increased smartphone sales by 10% year-on-year, raising its market share to 20%. Samsung maintained positive growth, but its result was slightly lower — around 19% of global shipments.

Counterpoint attributes Apple’s success primarily to record demand for the iPhone 17 lineup, as well as strong sales of the previous generation. According to analysts, the iPhone 16 series showed “exceptional performance” throughout the year, particularly in Southeast Asia, Japan, and India.

Samsung’s shipment growth was driven by its mid-range Galaxy A series devices and the foldable flagship Galaxy Z Fold7, whose sales exceeded those of the previous generation.

Xiaomi remains the third-largest manufacturer with a 13% market share — its 2025 sales volumes were largely unchanged. Analysts also highlighted the accelerated growth of Nothing and Google, whose shipments increased by 31% and 25%, respectively. However, the scale of these brands’ businesses still keeps them within the “Others” category in the overall market structure.

By Vugar Khalilov