Apple has claimed the top position in the global smartphone market for 2025, achieving a 20% market share with 10% year-on-year shipment growth, according to new data from Counterpoint Research. The achievement marks a significant milestone as Apple narrowly edged past Samsung, which secured 19% market share despite recording solid growth among the top five brands.

Apple's Market Leadership Strategy

Apple's growth trajectory in 2025 was fueled by strategic product line expansion and successful penetration into emerging and mid-size markets, supported by a stronger product mix. Senior analyst Varun Mishra highlighted the dual momentum created by Apple's latest offerings.

"The iPhone 17 series gained significant traction in the fourth quarter following its successful launch, while the iPhone 16 continued to perform exceptionally well in Japan, India and Southeast Asia," Mishra explained. The analyst noted that this performance was amplified by the COVID-era upgrade cycle reaching its inflection point, with millions of users due for device replacement.

Top Five Market Performance

The global smartphone market's competitive landscape in 2025 demonstrated varied performance across leading manufacturers:

Samsung's second-place finish reflected strong performance in specific segments, with the Galaxy A series driving mid-range demand while the Galaxy Fold7 and S25 series strengthened its premium market position. However, the company faced pressure in Latin America and Western Europe, with growth primarily supported by strong sales momentum in Japan and continued expansion in core markets.

Mid-Tier and Premium Market Dynamics

Xiaomi secured third position with 13% market share, maintaining steady performance through its premiumisation strategy and balanced approach between flagship and mid-segment products. Vivo claimed fourth place with 3% YoY growth, benefiting from its premiumization efforts and robust offline execution in India, alongside a diversified product portfolio targeting both high-value upgrades and resilient mid-tier demand.

OPPO rounded out the top five despite a 4% YoY decline, hampered by wavering demand and intensified competition in its home market China and the broader Asia-Pacific region.

Market Outlook and Supply Chain Challenges

Global smartphone shipments achieved 2% YoY growth in 2025, marking the second consecutive year of expansion. However, Counterpoint Research has revised its 2026 forecasts downward by 3% due to emerging supply constraints.

"The global smartphone market is set to soften in 2026 amid DRAM/NAND shortages and rising component costs, as chipmakers prioritize AI data centers over smartphones. Price hikes in smartphones have already begun to surface," warned Research Director Tarun Pathak.

The report projects that Apple and Samsung are better positioned to weather these market pressures due to their stronger supply chain capabilities and premium market positioning. Chinese original equipment manufacturers concentrated in lower-price segments are expected to face greater pressure from the supply constraints.

Senior Analyst Shilpi Jain noted that 2025 saw the smartphone market's continued shift toward higher price tiers, driven by consumer upgrades to premium devices. Demand for 5G handsets rose sharply across developing regions, while tariff-related concerns prompted manufacturers to front-load shipments in the first half of the year, though the actual impact proved milder than anticipated.

Apple's Senior Vice President of Hardware Engineering John Ternus is gaining recognition as a potential successor to CEO Tim Cook, as the company advances into artificial intelligence, mixed reality, and new hardware categories. While Apple has not announced any leadership transition plans and Cook remains firmly in charge, attention has increasingly focused on executives shaping the company's product direction.

Career Trajectory at Apple

Ternus joined Apple in 2001 as a mechanical engineer, beginning his career during the company's pre-iPhone era when it operated at a much smaller scale. Over more than two decades, he has progressed through various engineering leadership roles directly tied to major product lines.

His involvement spans Apple's most critical product programs, including the iPhone, iPad, Mac, and AirPods development. These represent the core of Apple's business operations rather than peripheral support units.

Current Responsibilities

In his current role, Ternus oversees teams responsible for building Apple's core devices. His group handles the physical architecture of Apple's products, encompassing materials selection, structural design, performance optimization, and long-term hardware planning. This positioning places him at the center of the company's most sensitive strategic decisions.

Ternus has become increasingly visible in recent years, regularly appearing at Apple launch events where he presents products and explains engineering changes to the public. This level of external visibility represents a significant shift, as Apple has historically limited such public-facing roles to a small group of senior leaders.

Succession Considerations

Several factors contribute to Ternus being viewed as a potential successor:

• Internal promotion history: Apple has traditionally elevated CEOs from within the company, as seen when Tim Cook succeeded Steve Jobs
• Cultural alignment: His two-decade tenure demonstrates deep understanding of Apple's culture, processes, and risk tolerance
• Age factor: At 50, he could realistically lead the company for a decade or more if selected
• Strategic positioning: His proximity to future-facing products and expanding role in public representation

Current Status

Apple has not indicated any timeline for Cook's departure, and no formal succession process is currently underway in public view. Other senior leaders remain in their positions, and the company continues operating under Cook's leadership. However, Ternus's expanding responsibilities and increased visibility have positioned him prominently in internal and external succession discussions as Apple navigates its evolution into new technology categories.