Samsung leads Apple in smartphone cargo market share, in keeping with knowledge from Counterpoint Analysis, and whereas this may increasingly seem excellent news for the model, a deeper examination into two very totally different methods signifies Samsung will not be proud of the scenario in any respect. For the primary three months of 2025, Samsung managed 20% of the worldwide smartphone market by system shipments, adopted by Apple with 19%. That is “promote in” knowledge, that means units bought from the producer by distributors. It’s a appreciable change over the information from the final three months of 2024, the place Apple led with 23% of the market adopted by Samsung with 16%.
That is essential to understanding why Samsung could also be wanting on the newest figures, which on the surface seem optimistic, with concern. On the finish of 2024 Apple would have been using excessive on the discharge of the iPhone 16 sequence, whereas Samsung would have been far faraway from the Galaxy S24 sequence and the Galaxy Z Fold 6 and Galaxy Z Flip 6’s launch. It is sensible for Apple to command a better market share proper after the discharge of its flagship units for the yr.
Samsung has retaken management of the worldwide market share leaderboard in early 2025 with the discharge of the Galaxy S25 sequence, but it surely has not prolonged a commanding lead over Apple. It hasn’t taken any additional market share in comparison with the identical interval in 2024 both, when it additionally had 20% share following the Galaxy S24’s launch. On the time, Apple trailed at 17% market share.
No success for the Galaxy S25?
The Galaxy S25 sequence hasn’t given Samsung the lead it can have doubtless needed to see over the competitors. It has additionally returned the identical efficiency, when it comes to shipments, because it did with the Galaxy S24’s launch originally of 2024. One of many complaints many have with the Galaxy S25 sequence is the units aren’t dramatically totally different to the Galaxy S24 sequence, and the dearth of progress in comparison with final yr appears to mirror this.
Whereas Samsung hasn’t modified issues a lot, Apple modified its technique originally of 2025, and it seems to have paid off. The Apple iPhone 16E arrived on the finish of February, an uncommon time for Apple to launch a brand new cellular system, and Counterpoint Analysis signifies it has been a substantial success.
“It was uncommon for Apple to have a brand new product launch in Q1, however the brand new iPhone 16e helped the model acquire share in sure markets like Japan,” wrote analyst Jene Park. “Apple was the highest model throughout Q1 when it comes to unit gross sales, [and its] efficiency was stronger than every other first quarter earlier than and it. The iPhone 16 sequence is exhibiting sturdy demand in rising markets the place Apple grew in double digits.”
All dangerous information for Samsung?
The information from Counterpoint Analysis doubtless doesn’t absolutely cowl the discharge of Samsung’s personal mid-range telephones, the Galaxy A56 and Galaxy A36. They’re unlikely to realize as a lot consideration because the iPhone 16E — a telephone anticipated by many for a number of years — however are constantly well-liked all through their life span. The brand new units might assist perk Samsung’s market share up over the following few months, as curiosity within the iPhone 16E naturally wanes.
Nonetheless, the information does recommend the Galaxy S25 hasn’t captured as a lot consideration because the iPhone 16E, and that’s not an excellent search for Samsung’s flagship telephone vary. That is regardless of Samsung’s declare S25 pre-orders in South Korea beat the report set by the Galaxy S23 sequence. Notice the Galaxy S24 had not claimed the pre-order report. The information exhibits how individuals have reacted to 2 totally different methods — the launch of a mid-range telephone, and a reliance on AI to shift units.
Samsung has pushed its Galaxy AI suite of options onerous with the Galaxy S25, and whereas they function effectively, not everybody will discover them helpful on a regular basis. As a result of the {hardware} isn’t all that totally different to the Galaxy S24, fewer individuals might have upgraded if options just like the Now Temporary didn’t attraction. We’ll watch with curiosity what occurs with the Galaxy S26 sequence, as Samsung might take a look at the S25’s efficiency and determine it’s time for a technique change of its personal, which can end in extra dramatic {hardware} upgrades than we’ve seen over the previous few years.