iPhone 17 Pro Signage Spotted at Apple Store Amid Record Sales
Apple [finance:Apple Inc.] sells over 200 million iPhones annually, yet that impressive figure hasn’t always been enough to make it the world’s top smartphone vendor. That title often belongs to Samsung [finance:Samsung Electronics Co., Ltd.], whose broad lineup — spanning entry-level to premium phones — allows it to reach a wider customer base. Apple’s most affordable model, the $599 iPhone 16e, sits well above many of Samsung’s budget-friendly options.
However, the upcoming iPhone 17 series could finally shift the balance. According to Counterpoint Research data cited by Bloomberg, Apple is expected to become the top smartphone vendor in 2025. The last time Apple surpassed Samsung was back in 2011, but analysts believe its current product strategy could help it maintain that lead through 2029. Interestingly, other research firms like Canalys and IDC suggest Apple may have already overtaken Samsung in 2023, driven by stronger iPhone demand compared to the Galaxy lineup.
Strong iPhone 17 Demand Fuels Market Share Growth
Over the past two months, demand for the iPhone 17 lineup has been massive — except for the ultra-thin iPhone Air, which saw more modest interest. A recent Counterpoint Research report revealed that Apple captured 25% of China’s smartphone market in October 2025, driven largely by the iPhone 17 Pro Max and the standard iPhone 17, both of which were frequently sold out online. The base iPhone 17, featuring several premium upgrades, proved especially successful by offering near-Pro performance at a lower price.
Apple Projected to Dominate Smartphone Sales in 2025
New figures from Counterpoint Research, highlighted by Bloomberg, project that iPhone shipments will grow by 10% in 2025. In comparison, Samsung’s growth is expected to reach just 4.6%, while the overall smartphone market expands by 3.3%. This gives Apple an anticipated 19.4% global market share.
The surge isn’t solely due to the strong iPhone 17 lineup. Analysts note that the global smartphone replacement cycle has reached a turning point — many consumers who purchased devices during the COVID-era boom are now ready to upgrade. Between Q2 2023 and Q2 2025 alone, an estimated 358 million used iPhones were sold, indicating a large base of future upgraders for Apple’s new models.
What’s Next for the iPhone Lineup?
Counterpoint Research analysts hint at three upcoming iPhone models expected to debut in the next two years: the budget-friendly iPhone 17e, a foldable iPhone, and Apple’s 20th-anniversary iPhone 20. These models are rumored to launch in spring 2026, September 2026, and September 2027, respectively. If accurate, Apple’s lineup will not only secure its market dominance but could also redefine smartphone innovation well into the decade.
Still, competition will remain fierce. Samsung reportedly plans to counter with its Galaxy S26 series in early 2026, followed by a new generation of foldable devices later that summer. The battle for smartphone supremacy between these two tech giants continues — and for now, Apple seems poised to take the lead.
