Apple has set a historic record in the UЫ smartphone market, increasing its share from 65% to 69% in the fourth quarter of 2025. According to Counterpoint Research, the company maintained its leading position, while Samsung moved into second place, with its market share dropping from 18% to 13%. The US smartphone market grew by 1% over the quarter, underscoring sustained demand for the products of the American tech giant.
Analysts attribute this success to strong sales of the iPhone 16e in the midrange segment and the iPhone 17 in the premium market. Apple models became the best‑selling devices at key carriers, including AT&T, T-Mobile, and Verizon. Counterpoint forecasts that in 2025, Apple will slightly surpass Samsung in global shipments by just one percentage point.
The company is effectively navigating the global memory shortage, unlike budget gadget manufacturers targeting devices priced under $300. Component prices for these lower-cost products are expected to rise by 15% over the next two quarters. At the same time, Apple has raised app prices in Russia and other countries in response to an increase in VAT from 20% to 22%, reflecting its adaptation to local tax changes.
