Samsung Electronics is projected to increase its smartphone shipments by 0.8% this year compared to last, maintaining its position as the global leader in the smartphone market. Industry experts suggest that despite an expected overall decline in market shipments, Samsung’s robust supply chain and diverse product range will help it outperform competitors.
On Monday, global market research firm Counterpoint Research forecast a 0.8% year-over-year increase in Samsung’s smartphone shipments for the current year.
While the global smartphone market is anticipated to contract due to memory supply shortages and subsequent price hikes – a phenomenon dubbed chipflation – Samsung is expected to buck the trend and boost its shipments.
Counterpoint attributed Samsung’s projected growth to several factors, including its extensive global business operations, stable supply chain, and ability to procure key components such as memory chips and semiconductors.
Yang Wang, a senior research analyst at Counterpoint Research, explained that Samsung’s resurgence to the top spot is rooted in its in-house component sourcing capabilities, diverse product portfolio, and strong relationships with carriers and distributors. This enables the company to secure components reliably and adjust product supply in response to market dynamics.
Wang added that while Samsung may sacrifice some profit margins to maintain its market share in terms of shipments, it is likely to remain in a stronger position than most of its rivals, even in a shrinking market.
In contrast, Apple is expected to see a decline in iPhone shipments this year. The tech giant’s smartphone shipments are projected to decrease by approximately 2.1% from the previous year, before rebounding with an estimated 2.8% growth by 2027.
Apple’s strengths lie in its dominant position in the premium smartphone market, high customer loyalty, and financial support programs. The company’s purchasing power allows it to secure key components reliably, while strong demand for the iPhone 17 series is also seen as a factor bolstering shipment numbers.
However, potential price increases for the iPhone 18 series and adjustments to the release timing of Pro and base models could impact quarterly sales and inventory levels in the distribution network.
The launch of Apple’s first foldable smartphone is another wild card. The company is expected to unveil its inaugural foldable device in the third quarter of 2026, with initial shipments projected in the low millions. While this won’t significantly boost Apple’s overall smartphone shipments, it is expected to set the stage for future expansion of their product lineup.