Apple Set to Reclaim Smartphone Crown in 2025

01 December 2025

Analysts expect Apple to overtake Samsung as the leading global smartphone brand in 2025. Strong demand for the next iPhone generation is the main driver behind the projected shift.

Key takeaways

Apple is forecast to regain first place in global smartphone shipments.
Demand growth is centred on the upcoming iPhone 17 range.
Samsung continues to face pressure from Chinese mid range rivals.
This would be Apple's first return to the top spot since 2011.

For traders in IPT, IGT and ICB, brand leadership shifts often influence resale pricing, order volumes and allocation pressure. Strong Apple cycles typically lead to higher early demand, more aggressive sourcing and a tighter refurbishment market.

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