If you walked into a coffee shop ten years ago and asked who the king of smartphones was, the answer was always Samsung. It wasn't even close. They had a phone for everyone—the budget buyers, the stylus lovers, the people who just wanted a huge screen. But things have shifted. In 2026, the question of who sells more phones Apple or Samsung has a much more complicated, and honestly, surprising answer than it did back in the day.
For a long time, Samsung sat comfortably on the throne because of sheer volume. They pumped out dozens of models, while Apple stuck to three or four. That strategy worked until it didn't. Recently, the "premiumization" of the market—basically everyone wanting the fancy, expensive stuff—has handed the crown to Apple.
The Current State of the Crown
Right now, Apple is actually the world's biggest smartphone brand by annual sales. That’s a huge deal because, for about 14 years, Samsung held that title without breaking a sweat. According to the latest data from Counterpoint Research and Omdia, Apple officially leapfrogged Samsung in 2025 and has maintained that lead into early 2026.
Apple captured roughly 20% of the global market share last year. Samsung is breathing down their neck at 19%. It’s a razor-thin margin.
But here is where it gets interesting: Apple is doing this with way fewer models. While Samsung sells millions of Galaxy A-series phones (the affordable ones that keep their numbers high), Apple is selling $1,000+ iPhones like they’re candy. In the fourth quarter of 2025 alone, Apple grabbed a staggering 25% of all global shipments. One in every four phones sold during the holidays had a fruit on the back. That is wild.
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Why the Shift Happened
It isn't just about brand loyalty. There are a few specific things that flipped the script:
- The "Vanilla" Strategy: For the iPhone 17 launch, Apple did something they rarely do—they actually gave people more for the same price. They bumped the base storage to 256GB without raising the MSRP. People noticed.
- The Upgrade Cycle: Remember the 2020-2021 period? A lot of people bought phones then. Those phones are now five years old and dying. We’re in the middle of a massive "replacement wave," and most of those folks are jumping to high-end devices.
- The Refurbished Market: This is a sleeper hit for Apple. Old iPhones hold their value so well that they created a massive secondary market. When someone buys a used iPhone, they enter the ecosystem. When they finally buy a new phone, it's rarely an Android.
Samsung isn't exactly "losing," though. They grew about 5% last year. The Galaxy S25 Ultra and the Z Fold 7 actually sold better than the models before them. The problem is Apple grew 10% in the same period. When your rival is moving twice as fast, "solid growth" feels like standing still.
The Global Tug-of-War
When we look at who sells more phones Apple or Samsung by region, the map looks like a patchwork quilt. It’s not a total blowout for either side.
In the United States, Apple is basically a monopoly at this point. They hold about 58% of the market. If you're a Gen Z user in America, there’s an 80% chance you have an iPhone. That’s a terrifying stat for Samsung.
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However, go to Europe or Latin America, and the Galaxy A-series is still the king of the hill. Samsung’s ability to provide a "good enough" experience for $300 is what keeps them in the game. In places like India and Southeast Asia, Apple is making gains, but Samsung’s deep roots with local carriers and retail shops make them hard to uproot.
The Profit Gap
If we stop talking about "units shipped" and start talking about "money made," the conversation ends instantly. Apple wins. Every time.
- Average Selling Price (ASP): An average iPhone sells for over $1,000. An average Android (including Samsung) sells for around $300.
- App Spending: This is the hidden killer. iPhone users spend nearly three times more on apps and subscriptions than Android users.
- Ecosystem Lock-in: Once you have the Watch, the AirPods, and the iCloud storage, leaving Apple becomes a massive chore. Samsung has tried to replicate this with their Buds and Galaxy Watches, but the "stickiness" isn't quite the same.
What to Watch for in 2026
The party might be slowing down for everyone soon. We're looking at some serious headwinds this year. There’s a major shortage of DRAM and NAND (the stuff that makes your phone's memory work) because chipmakers are too busy building AI data centers.
Analysts are actually predicting the whole market might shrink by about 3% this year. If prices go up because parts are expensive, who wins? Probably Apple. Their customers are less "price-sensitive." If a Galaxy A56 goes up by $50, a budget buyer might switch to a cheaper Xiaomi. If an iPhone 18 Pro goes up by $50, an Apple fan usually just grumbles and pays it.
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Actionable Takeaways for Your Next Purchase
If you're caught between these two giants, don't just look at the sales charts. Use these insights to make a smarter buy:
- Check the Resale Value: If you plan on trading in your phone in two years, get the iPhone. Data shows 70% of iPhone buyers keep their phones for 2+ years because they hold up. Android users tend to swap every two years because the trade-in value drops off a cliff.
- Look at the "Silent" Upgrades: Samsung is currently focusing heavily on AI features (Galaxy AI). If you actually use live translation or advanced photo editing, the S25 or S26 series is technically ahead of Apple's Siri-based offerings.
- Consider the Repairability: Apple has been forced to make iPhones easier to fix lately, but Samsung’s "Self-Repair" program is still a bit more robust for those who like to tinker.
- Timing is Everything: Apple always drops new hardware in September. Samsung usually hits in January or February. Never buy a flagship within two months of those windows.
Ultimately, Apple currently sells more phones globally, but Samsung is the only one with the infrastructure to take the lead back if they can fix their mid-range "identity crisis." For now, the world is painted in Apple's shades of Titanium.
To stay ahead of the curve, keep an eye on the upcoming spring releases for the Galaxy A-series. If Samsung can pack enough premium features into those affordable models, we might see the rankings flip again by this time next year. If you're shopping today, compare the total cost of ownership over three years, not just the sticker price at the store.