While the battle for the top spot has been fierce over the last few years, Apple’s performance in 2025 stood out not just for its volume, but for its momentum. The tech giant recorded the highest annual shipment growth among the world’s top five manufacturers, signaling a massive shift in consumer preference toward the iOS ecosystem.
Key Highlights from the 2025 Report:
Market Leadership: Apple now holds 1/5th of the global smartphone market.
Record Growth: Despite a saturated market, Apple outpaced its closest competitors (Samsung, Xiaomi, etc.) in year-over-year shipment increases.
Premium Shift: The growth is largely attributed to the strong performance of the latest iPhone iterations and an expanding footprint in emerging markets.
What This Means for the Industry
Apple’s ascent to the number one spot highlights the resilience of premium branding. While mid-range and budget competitors have struggled with fluctuating demand, Apple’s ability to maintain growth suggests that users are increasingly prioritizing longevity and integrated ecosystems.
For competitors, 2026 will be a year of regrouping. However, for now, the data is clear: Apple is the brand to beat.
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