Apple overtakes Samsung

For the first time in more than a decade, Apple has overtaken Samsung in the global smartphone market. According to new data from research firm IDC, Apple achieved the largest market share over the full year, pushing the long-time South Korean leader into second place. While Samsung struggles with weakening demand in the mid-price segment, Apple benefited from consistently strong iPhone sales in the premium segment, which remained resilient despite global consumer weakness. IDC attributes Apple’s success to strong customer loyalty, an integrated ecosystem and consumers’ continued willingness to pay for premium devices.

The figures draw a clear picture: Apple increased its shipments, while Samsung lost market share and came under additional pressure from intensifying Chinese competition. Brands such as Xiaomi, Oppo and Vivo are gaining momentum, particularly in Asia and parts of Europe, where they compete aggressively with pricing and broad model ranges. Although the global smartphone market contracted slightly overall, Apple managed to capitalise on the market shift toward premium devices.

For Samsung, the loss of the top position marks a strategic setback after more than ten years as the undisputed market leader. Apple is not only strengthening its hardware business, but also its service segment, as a larger installed base of iPhones typically translates into rising revenue from services, cloud offerings and subscriptions. Analysts expect competition to intensify in 2025 as Samsung and Chinese manufacturers push new AI-driven line-ups and foldable device series.

SK