A new report from Counterpoint Research indicates that Apple is on track to become the world’s No. 1 smartphone maker in 2025. If this happens, it will be Apple’s first time at the top since 2011—a major shift in the long-running Apple vs. Samsung rivalry.
The iPhone 17 Series Is Driving the Surge
The biggest catalyst behind Apple’s rise is the iPhone 17 lineup. The iPhone 17 Pro and Pro Max have sparked a strong global upgrade cycle, pushing demand far beyond expectations. Apple recorded a 22% jump in iPhone 17 sales in the first month, even as overall smartphone sales in the market continued to decline.
The iPhone Air Becomes the Star Performer
Among all the models, the iPhone Air marketed as the world’s thinnest iPhone has emerged as the breakout hit.
It triggered long queues across two of Apple’s most important markets: the U.S. and China. Both regions reported double-digit year-over-year growth for Apple following its launch.
Second-Hand iPhones Are Adding Fuel to the Momentum
It’s not just new devices driving Apple’s rise. The second-hand iPhone ecosystem has grown into a major force, with 358 million used iPhones sold since 2023. This massive resale market keeps more users within Apple’s ecosystem, boosting service revenues and overall brand stickiness.
Analysts Expect Apple to Hold Its Lead
Industry analysts believe Apple’s climb isn’t temporary. Forecasts suggest that Apple’s shipment growth in 2025 will again outpace Samsung’s potentially keeping Apple at the top until at least 2029.
What This Means for the Smartphone Industry
If Apple regains the No. 1 spot, it marks a significant shift in global consumer preference, driven by design, ecosystem strength, and aggressive product innovation. With both new and used iPhones driving momentum, Apple may be entering one of its strongest multi-year cycles yet.
