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In the competitive landscape of the smartphone industry, Apple is making significant strides to overtake Samsung in global shipments. The recent release of the iPhone 17 has strengthened Apple’s position, allowing it to narrow the gap with its South Korean rival.
Reports from IDC and Omdia indicate that Apple has experienced impressive growth during the third quarter of 2025. This period marks a historic achievement for the company as it approaches Samsung’s market share and demonstrates robust demand for its latest products.
Apple’s impressive performance in Q3 2025
According to industry data, Samsung currently holds the top position in the global smartphone market with a share of 19%. However, Apple is close behind, boasting an 18.2% market share after shipping 58.6 million iPhones in the same quarter. This represents a 2.9% increase compared to the previous year, highlighting the growing popularity of Apple’s offerings.
Strategies driving Apple’s growth
Apple’s success can be attributed to its strategic approach, which diverges from typical discounting practices or the introduction of budget-friendly models. Instead, the company has embraced a premium strategy that emphasizes the high-quality experience of its products. This includes attractive trade-in programs, flexible payment options, and a loyal customer base deeply embedded within the Apple ecosystem.
Nabila Popal from IDC emphasizes that Apple has effectively minimized purchasing friction, making it an effortless decision for many consumers to upgrade their devices. This innovative approach has enhanced customer retention and fostered an environment where upgrading is viewed as a natural progression for users.
Market trends and Apple’s role
The overall smartphone market is witnessing a resurgence, with a year-over-year growth of 3% in Q3 2025, following a period of stagnation. Within this context, Apple has emerged as a key contributor to the industry’s recovery, driven by its well-rounded and innovative product lineup.
Introducing the iPhone Air
One of the standout products contributing to this growth is the new iPhone Air. With its ultra-slim design and significant media attention, this device, despite having limited shipments, serves as an effective marketing tool and a testing ground for future innovations in both form and technology.
Overall, Apple has recorded a 4% year-on-year increase in shipments, marking its best Q3 performance to date. If this upward trend continues, there is a strong possibility that Apple could soon surpass Samsung to claim the title of the world’s leading smartphone manufacturer, further solidifying its dominance in the premium segment.