According to Counterpoint Research analysis, Apple did not lose its leadership in the global smartphone market again in 2025. One in five smartphones sold during the year was the iPhone, making the company the most stable player in sales dynamics. This indicator means that the demand for iPhones has not decreased.
The report noted that Apple's market share is 20%. Experts attribute this to the high position of devices in the upper segment, users committed to updates, and the convenience of the service ecosystem. Promotions offered through operators and official sales channels also supported sales.
Samsung took second place: the company fell just one step behind Apple with a 19% share. This result is attributed to the fact that the Galaxy lineup covers various price categories and has a strong distribution network in many markets. Analysts noted that the close difference will further exacerbate competition next year, and brands will prioritize camera, battery, and artificial intelligence capabilities in new models.
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