Samsung lagged behind rival Apple in the global smartphone market in the third quarter of 2025, as it fell to second place, while Apple regained the first spot.
Transparently, Samsung and Apple are the two biggest rivals of each other in the tech industry, and both of these firms hardly miss any chance to poke each other. Meanwhile, the Q3 2025 results show that Apple has surpassed Samsung with a market share of 43%.
A new report from Counterpoint Research revealed that the global smartphone market during the last quarter of this year (Q3 2025) recorded a record revenue of 112 billion USD, which is a 5% increase compared to the same period last year.
According to the metrics shared by Counterpoint Research, Apple leads the market with a market share of 43%, which is 6% up year-on-year. While Samsung is in second position with 17% market share, that is a 9% year-on-year increase. In terms of numbers, Samsung is doing well as its revenue has increased by 9% year on year, while Apple has 6%.
Xiaomi, Oppo, and Vivo secured the third, fourth, and fifth positions, respectively, and each brand accounted for about 6% of the revenue market share. Among these, Vivo is the only brand with the strongest growth, with an increase of 12%.
Noticeably, in terms of the units sold, a total of 320 million smartphones were shipped in Q3 2025, which is 4% year-on-year increase. Samsung maintained its top position with 19% of the global market share, while Apple ranked second with 17%.
