Apple seems to be at the top of the smartphone market again with its new generation iPhone models. According to the latest analysis published by Counterpoint Research, the high sales performance of the iPhone 17 series in particular will enable the company to leave Samsung behind and become the leader of the global smartphone market by the end of 2025. Data on Apple’s last quarter performance also supports these predictions.
Two separate reports published by Counterpoint Research this month showed that Apple had a positive momentum, contrary to the general trend of the market. According to the first report, Apple’s sales increased by 22 percent in the first month of the iPhone 17 models’ launch. In contrast, the overall smartphone market shrank by 2.7 percent in the same period. In the second report, it was stated that there was a 37 percent increase in Apple’s sales on an annual basis in October 2025, while the general market recorded a growth of only 8 percent.
Apple can stay at the top until 2029
In a new Counterpoint report shared via Bloomberg, it is estimated that Samsung will close 2025 with a growth of 4.6 percent, while Apple is predicted to achieve a growth of 10 percent in the same period. This growth rate will provide Apple with a 19.4 percent market share, taking the company back to first place in the global market.
Counterpoint analyst Yang Wang stated that not only the high interest in the iPhone 17 series was effective in this success, but also the fact that users who bought phones during the COVID-19 period are now at the stage of renewing their devices. Wang also stated that 358 million second-hand iPhones were sold between the second quarter of 2023 and 2025, and that these users will tend to switch to new models in the coming periods.
In addition, the overall smartphone market is expected to show a more limited growth of only 3.3 percent in 2025. This makes Apple’s growth rate in the market even more evident compared to its competitors.
It is estimated that Apple will continue this momentum and will continue to be the world’s best-selling phone brand at least until 2029. Factors supporting this expectation include the iPhone 17e model and the potential effects of the foldable iPhone, which has been talked about for a long time. Further diversification of the company’s product range can ensure long-term market leadership.
Apple CEO Tim Cook also pointed out the strong start of the iPhone 17 series in the last financial results meeting. Although the interest in the iPhone Air model is below expectations, the general picture affects Apple’s sales positively. It is estimated that the company will reach its highest quarterly revenue in its history in the last period of 2025.