Pareesa Afreen 
Nov 27, 2025
Apple and Samsung continue to dominate global smartphone sales, but new forecasts suggest a major shift in 2025.
According to Counterpoint Research, Apple is expected to overtake Samsung as the world’s top smartphone brand this year.
The research firm projects that iPhone shipments will grow by around 10% in 2025, compared with a forecast increase in Samsung's Galaxy lineup of 4.6%.
This is a significant gap, as the two usually remain close in numbers. According to Bloomberg, Apple will take 19.4% of worldwide shipments, its biggest since 2011.
According to Counterpoint Research, a major factor for this rise is the new iPhone 17 series. The lineup includes a redesigned body, an upgraded A-series chipset for on-device AI, and deeper cloud-based intelligence across iOS.
These features have reportedly resonated with buyers in mature markets like the US and in emerging markets similar to Pakistan.
Counterpoint Research Senior Analyst Yang Wang says the current upgrade cycle also works to Apple's advantage. Many users who bought phones during the pandemic are replacing them.
A weaker dollar, an easing in US–China tensions, and strengthening demand in price-sensitive regions add to Apple's momentum.
The pressure is mounting on Samsung. It still offers more models and leads innovation in foldable devices, including the coming Galaxy Z TriFold.
However, analysts note those advantages do not translate into the same effect as they used to. Continuing to be competitive may require Samsung to make bigger leaps instead of small yearly updates in the Galaxy S series.
