Apple has overtaken Samsung in smartphone market share, ending a two-year tie. By the end of 2025, Apple held a 20% share of the global market, compared to Samsung's 18%. This shift comes after both companies had equal shares of 19% in 2023. Apple's growth was notably stronger, with a 10% year-on-year increase in shipments, double that of Samsung. The success of the iPhone 17 series played a significant role in this growth, especially following its strong launch in Q4. However, the iPhone 16 also contributed, maintaining solid sales in regions like Japan, India, and Southeast Asia. The demand was partly fueled by users looking to upgrade after the COVID-19 pandemic. Despite rising memory costs potentially contracting the smartphone market in 2026, both companies are expected to manage supply chain challenges effectively. Samsung produces its own memory, while Apple leverages its market influence to secure favorable pricing and supplies.