Apple and Samsung continued to dominate the global smartphone market in 2025, collectively accounting for nearly 39 percent of worldwide shipments, according to IDC report.
While both vendors strengthened their positions, their performance reflected different strategies, with Apple benefiting from premium-led growth and Samsung gaining momentum across both high-end and mass-market segments.
IDC data shows global smartphone shipments reached 1.26 billion units in calendar year 2025, up 1.9 percent year on year.
Apple emerged as the world’s largest smartphone vendor for the third consecutive year, shipping 247.8 million units and capturing a 19.7 percent market share. Apple recorded a solid 6.3 percent annual growth, reinforcing its leadership in the premium segment amid rising component costs and market uncertainty, Nabila Popal, senior research director for Worldwide Client Devices, IDC, said.
Samsung followed closely with shipments of 241.2 million units and a 19.1 percent market share. Samsung delivered the strongest growth among the top five vendors at 7.9 percent year on year, supported by a broad portfolio spanning premium, mid-range, and entry-level devices. The narrow gap between the two highlights intense competition at the top of the global smartphone market.
The rivalry was even more pronounced in the fourth quarter of 2025. Global smartphone shipments reached 336.3 million units in Q4, growing 2.3 percent year on year. Apple retained the top position with shipments of 81.3 million units and a 24.2 percent market share, supported by strong demand for the iPhone 17 series. Shipments increased 4.9 percent compared with Q4 2024, reflecting sustained consumer interest in Apple’s premium lineup.
Samsung ranked second in Q4 2025, shipping 61.2 million units and securing an 18.2 percent market share. The company posted the fastest growth among the leading vendors at 18.3 percent year on year, driven by strong sales across multiple price tiers.
Insights from Omdia report further highlight Apple’s strong finish to the year. Apple recorded its highest-ever fourth-quarter shipment volumes in Q4 2025, driven by robust demand for the iPhone 17 family and continued traction from older models during the holiday season.
According to Omdia, the base iPhone 17 exceeded expectations following storage upgrades at unchanged pricing, while Pro models gained momentum as production ramped up through the quarter. The iPhone Air also played a key role as a portfolio showcase, enhancing Apple’s premium brand appeal at retail, Sanyam Chaurasia, Principal Analyst at Omdia, said.
Omdia estimates Apple led the smartphone market in Q4 2025 with around 25 percent market share, while Samsung followed with about 18 percent. Samsung’s fourth-quarter performance was supported by strong momentum in the sub-300 dollar segment, particularly for Galaxy A17 4G and 5G models, underscoring its strength in addressing price-sensitive demand.
Overall, 2025 highlighted contrasting but successful strategies for Apple and Samsung. Apple continued to leverage its premium ecosystem and flagship launches to drive value and profitability, while Samsung balanced premium innovation with scale in the mid-range and entry segments. As cost pressures and supply challenges persist, the competition between the two leaders is expected to remain a defining feature of the global smartphone market.
BABURAJAN KIZHAKEDATH