After ending 2024 with a 28% smartphone market share, 5.5% ahead of its biggest rival, Samsung, Apple’s dominance in the smartphone landscape began to fade in 2025. The tech giant has been losing ground for four consecutive months, reaching a new multi-year low.

According to data presented by our Jemlit.com team, Apple’s smartphone market share dropped to 25.4% in June, marking its lowest point in five years.

Chinese Competition Is Eating into Apple and Samsung’s Market Share in 2025

In January 2023, Apple climbed to the top of the smartphone market for the first time, thanks to the success of its premium iPhone models, especially the popular Pro versions.

By focusing on high-quality features, seamless integration across its devices, and maintaining a loyal customer base, the U.S. tech giant outperformed its long-time rival, Samsung, which sells more mid-range and budget phones. Apple also managed supply issues more effectively and expanded its presence in key markets like India, further fueling its growth in the competitive smartphone landscape.

And while Apple remains the world’s largest smartphone vendor, its market share began to shrink in 2025. According to data from StatCounter, Apple held a 27.78% market share in February, slightly down from the 28.34% it had in November 2024. That figure was just 1.4% below its all-time high of 29.2% from December 2021. But things went downhill from there.

In March, the iPhone maker held 27.63% of the market, which slipped to 26.92% by the end of May. However, June brought the biggest month-over-month drop, with Apple losing nearly 1.5% of the market and ending the month at 25.47%. That pushed its total four-month decline to a significant 2.31%.

Apple’s long-time rival, Samsung, was also in decline but suffered much smaller market share losses. Between February and June, Samsung’s market share dropped by 1.08%, landing at 22.5%. While the two largest players in the smartphone market have been losing ground, Chinese competitors experienced the opposite trend.

StatCounter data show that all three major Chinese smartphone vendors, Xiaomi, Oppo, and Vivo, grew their market shares by between 0.23% and 0.66%. On the other hand, Huawei was the only major Chinese player whose share dropped, falling by 0.25% during this period and continuing its long-running negative trend.

Apple Loses Ground in Asia, but Gains Market Share in Europe and the U.S

StatCounter also revealed some interesting regional insights into Apple’s market share. While the tech giant lost 2.31% of the global smartphone market over four months, the trends vary significantly by region.

In the United States, home to Apple’s largest iPhone fan base, the company’s market share grew by 0.69%, reaching 58.62% last month. The European market saw even stronger growth, with Apple now holding 34.4% of the region’s smartphone market, up 1.15% from February.

In contrast, Apple continued to lose ground in Asia, where its market share dropped by a notable 1.87% over the same period, falling to just 18.25%.