Samsung’s long run as the world’s biggest smartphone shipper — 14 consecutive years by volume — was broken last year as Apple reclaimed the top spot, according to full-year data from Hong Kong-based Counterpoint Research. Apple took a 20% share of global shipments, narrowly ahead of Samsung’s 19%.
Analysts say the shift could mark the start of a sustained recovery for Apple after years of pressure from Chinese rivals and longer device replacement cycles. A key element of Apple’s strategy has been a push into the mid-range segment for the first time in years, introducing lower-priced models aimed at persuading price-sensitive Android users to switch.
“Apple already dominates the premium end of the market. If they want to increase shipments, they have to go lower,” said Yang Wang, a senior analyst at Counterpoint. With North American and European markets largely saturated, Apple is targeting rising demand in emerging markets such as India, the Middle East and Southeast Asia — places where more affordable models can move significant volumes.
The iPhone 17 launch was timed at a pivotal moment. Apple posted 10% year-on-year growth in the fourth quarter — compared with Samsung’s 5% — and that quarter was Apple’s strongest on record, with the company responsible for about 25% of global smartphone shipments over those three months. Reviews pointed to a notable performance boost and a fresh design, which helped drive consumer interest.
Other factors contributed to a surge in buying. Proposed US tariffs on China and nations in the iPhone supply chain prompted fears of steep price rises, triggering early purchases. At the same time, many users who had delayed upgrades during the pandemic reached the end of extended replacement cycles, creating a wave of pent-up demand that coincided with price cuts on older iPhone models.
Apple also benefited from longer-term shifts in China. US sanctions on Huawei cut the rival off from advanced chips and weakened sales of premium Huawei phones. As China’s overall smartphone market contracted between 2021 and 2023, Apple established itself as the country’s leading premium brand, picking up former Huawei customers who upgraded to iPhones. “They got some windfall from the fact that Huawei was absent in China and were able to pick up some of that premium position,” said Bryan Ma, vice president of devices research at IDC.
Still, Apple faces intense competition. Huawei has staged a rebound in China, and domestic brands such as Xiaomi, Oppo and Vivo continue to pressure the market with frequent new models, budget-friendly options and features like very fast charging and high-resolution cameras. Counterpoint warns that 2026 could be weak for smartphone shipments overall, citing rising memory costs and strain on mid-tier manufacturers.
Looking ahead, Apple is rumored to be developing a foldable iPhone, which would target a category where Huawei already has a presence and which is proving popular with Chinese consumers. Such a product, if launched widely including in China, could strengthen Apple’s growth prospects.
Apple is also betting heavily on on-device artificial intelligence. Apple Intelligence, introduced two years ago to improve Siri and handle more tasks locally, is due for a major upgrade. “Tim Cook has publicly said, ‘We’re going to be rolling out the new, improved Siri early ’26.’ A lot is resting on how well they deliver on that,” Bryan Ma said. Success with AI features could further differentiate iPhones and help Apple sustain momentum.
Edited by: Rob Mudge
