November 26, 2025 – According to a Bloomberg post released on November 25, Apple is poised to surpass Samsung and claim the top spot in the global smartphone sales rankings in 2025. This projection is based on the robust sales performance of the iPhone 17 series (excluding the iPhone Air), with Apple’s iPhone shipments expected to reach 255 million units, marking a 10% year-on-year increase.
Bloomberg cited multiple research reports from market research firm CounterPoint Research to highlight Apple’s strong growth momentum. Data indicates that in the first month after the iPhone 17’s launch, Apple’s sales in some markets surged by 22%, while the overall mobile phone market experienced a 2.7% decline during the same period.
Another report revealed that Apple’s iPhone sales in October soared by 37% year-on-year, far outpacing the market’s overall 8% growth, demonstrating its immense market appeal.
Counterpoint Research estimated that Apple’s total iPhone shipments for 2025 would reach 255 million units, up from 231.8 million units in 2024, representing a 10% increase. This growth is expected to elevate Apple’s market share in the global smartphone market to 19.4%, placing it ahead of all other mobile phone manufacturers. In contrast, Samsung’s shipment growth during the same period is projected to be only 4.6%.
Apple’s strong growth is not without basis, as its performance in the high-end markets of China and the United States has laid a solid foundation for its ascent. According to a previous Counterpoint report, as of September 2025, Apple’s share in the high-end mobile phone market (priced above $600) through the T-Mobile carrier in the United States had increased from 72% in 2022 to 80%.
In the Chinese market, Apple’s iPhone sales accounted for a quarter of the total mobile phone sales in October, with a remarkable 37% year-on-year growth. Notably, 80% of these sales came from the new iPhone 17 series.
Counterpoint analyst Yang Wang believes that in addition to the widespread acclaim for the iPhone 17 series, the turning point in the replacement cycle is also a key driving factor. A large number of consumers who purchased phones during the COVID-19 pandemic are now entering the replacement stage.
Furthermore, from 2023 to the second quarter of 2025, 358 million second-hand iPhones were sold globally. Analysts point out that this vast user base is likely to upgrade to new iPhone models in the coming years, providing Apple with sustained growth momentum.
Based on comprehensive data, Counterpoint Research believes that Apple is on the verge of seizing the “crown” in the global smartphone market, while long-time leader Samsung will fall to second place.
