Apple's 2025 surge: iPhone 17 pushes past Samsung in the smartphone market

Samsung appears to be losing its grip as the world’s leading smartphone maker. A new report from Counterpoint Research says Apple is on track to outrun its South Korean rival by the end of this year — a troubling signal for Samsung.

Apple’s growth in 2025 is estimated at 10%, while Samsung’s is seen at just 4.6%, with the overall market rising about 3.3%. Riding the success of the iPhone 17 lineup, Apple is poised to capture 19.4% of the global market. Millions of users are upgrading from older models, and even some Android owners are moving to iPhone for its consistent performance, brand pull, and tight-knit ecosystem. The surge is especially visible in China and the United States. Analysts believe Apple could keep the lead through 2029, and the momentum looks less like a blip than a trend.

In recent years, Samsung has leaned mainly on software enhancements, while Apple has doubled down on hardware innovation — from more powerful chips to new displays and better cameras. Apple also held the base iPhone 17 at $799 yet made substantial hardware gains: a bigger battery, faster charging, and a new front-facing camera. That pricing stance only sharpens the product’s appeal.

To win back the global crown, Samsung will have to move faster. It needs to boost performance in its budget and midrange models, rethink camera strategy in its flagships, and extend battery life across the portfolio. For now, one takeaway is clear: 2025 is shaping up as another phase of Apple dominance — and a pointed reminder for Samsung to recalibrate its playbook.