Apple ended Samsung’s 14-year run as the world’s top smartphone shipper last year, according to full-year figures from Hong Kong-based Counterpoint Research. Apple accounted for roughly 20% of global shipments, just ahead of Samsung at about 19%.
Analysts say the change could signal the start of a longer recovery for Apple after years of pressure from Chinese competitors and slower replacement cycles for devices. A central part of Apple’s strategy has been a renewed push into the mid-range market, introducing lower-priced models designed to win over cost-conscious Android users.
“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 America and Europe mostly saturated, Apple is focusing on faster-growing demand in emerging markets such as India, the Middle East and Southeast Asia, where more affordable iPhones can sell in higher volumes.
The timing of the iPhone 17 launch helped. Apple reported 10% year‑on‑year growth in the fourth quarter — versus Samsung’s 5% — and that quarter was Apple’s strongest ever, responsible for around a quarter of global smartphone shipments over those three months. Positive reviews citing a noticeable speed and a refreshed design helped spur interest.
Several other factors boosted sales. Talk of potential US tariffs on China and countries in Apple’s supply chain prompted some consumers to buy early amid fears of price rises. At the same time, many users who had postponed upgrades through the pandemic reached the end of extended replacement cycles, creating pent-up demand that coincided with price reductions on older iPhone models.
Longer-term shifts in China also worked in Apple’s favor. US restrictions on Huawei’s access to advanced chips dented its premium phone business. As China’s overall smartphone market shrank between 2021 and 2023, Apple consolidated its position as the leading premium brand there, capturing former Huawei buyers 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.
Despite the gains, competition remains intense. Huawei has staged a recovery in China, while domestic rivals such as Xiaomi, Oppo and Vivo continue to pressure the market with frequent new models, aggressive pricing and features like extremely fast charging and high-resolution cameras. Counterpoint also cautions that 2026 may be a tougher year for smartphone shipments overall, pointing to rising memory costs and strains on mid-tier manufacturers.
Looking ahead, Apple is reportedly developing a foldable iPhone to enter a segment where Huawei already has a foothold and which is popular with some Chinese consumers. A broadly released foldable device, including availability in China, could strengthen Apple’s growth trajectory.
Apple is also betting heavily on on-device artificial intelligence. Apple Intelligence, launched two years ago to enhance Siri and run more tasks locally, is due for a major update. “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 noted. Success with AI-driven features could further set iPhones apart and help Apple keep up momentum.
Edited by: Rob Mudge