Apple surpassed Samsung to become the world's top smartphone brand in 2025, according to Counterpoint Research. Apple achieved a 20% global market share, driven by strong iPhone 17 sales and growth in emerging markets, marking its first time leading the market in 14 years. The overall global smartphone market grew 2% year-on-year. Samsung ranked second with a 19% share, while Xiaomi held third with 13%. The market is projected to soften in 2026 due to chip shortages and rising component costs.