Apple Inc. (AAPL) is expected to reclaim the top spot in worldwide smartphone shipments, surpassing Samsung Electronics for the first time in 14 years, and maintain leadership through 2029.
According to market research firm Counterpoint, global smartphone shipments are projected to rise 3.3% year-over-year (YoY) in 2025, driven primarily by Apple’s strong performance.
Apple’s launch of the iPhone 17 series has generated notable momentum, said Counterpoint. Sales in China and the U.S. grew by double digits in October, while third-quarter (Q3) shipments increased 9% YoY.
The firm highlighted that consumers who bought devices during the COVID-19 boom are now in the upgrading phase, alongside the 358 million second-hand iPhones sold globally between 2023 and mid-2025, creating a large replacement market. The new iPhone Air and memory adjustments contributed to strong adoption rates.
