Samsung's Lead Over Apple in Global Smartphone Market Shrinks to Just 1%

Samsung continues to hold the top position in the global smartphone market, but its lead over Apple has narrowed to just 1%, according to the latest data from Canalys. The report for Q1 2025 reveals that Samsung shipped 60.5 million smartphones, while Apple followed closely with 55 million units, reducing the gap between the two tech giants to a mere 5.5 million units.

Samsung’s Slim Margin Amid Strong S25 Sales

Despite launching its Galaxy S25 series to “strong sales,” as highlighted in Samsung’s Q1 earnings call, the South Korean tech major saw only a 1% year-over-year growth in shipments. The Galaxy S25, Galaxy S25+ and S25 Ultra models have contributed to stabilizing Samsung’s market share, but Apple’s momentum has turned the spotlight on a possible shift at the top.

Apple, in contrast, posted a 13% year-over-year growth, reflecting the continued strength of its iPhone 16 lineup, particularly in premium markets.

Apple Leads in High-Growth Markets

The United States saw the highest annual growth in smartphone shipments, jumping by 12%, primarily attributed to Apple’s dominance in the region. Apple continues to perform well in premium segments, even as global demand remains mixed.

While Apple is gaining ground in regions like North America and parts of Africa, the Canalys report highlights shrinking demand in key markets like Europe and India, which affected overall growth for several manufacturers, including Samsung.

Regional Market Trends: A Mixed Bag

• United States: 12% YoY growth, led by Apple’s strong performance

• Africa: Growth observed, with budget smartphones gaining traction

• Europe & India: Both regions experienced a dip in overall shipments

Canalys notes that the global smartphone market is undergoing an “increasingly complex” shift in regional dynamics, with geopolitical tensions, economic fluctuations, and supply chain challenges influencing consumer behavior.

Outlook: Leadership at Risk?

While Samsung maintains its position as the global leader in smartphone shipments, the narrow 1% margin indicates a competitive and volatile market landscape. With Apple closing the gap and poised to possibly overtake Samsung in the coming quarters, all eyes will be on their mid-year product launches and regional strategies.

Both companies face mounting pressure from rising Chinese OEMs, particularly Xiaomi and Transsion, which continue to make inroads in price-sensitive regions.

Key Takeaways:

• Samsung shipped 60.5 million smartphones in Q1 2025

• Apple followed with 55 million units, closing the gap to 1%

• Apple saw 13% YoY growth, compared to Samsung’s 1%

• US market led growth, while Europe and India declined

• Competition expected to intensify through 2025