Apple is expected to reclaim its position as the world’s largest smartphone manufacturer, according to a new report from Counterpoint Research. The firm’s latest projections indicate that rising demand for the iPhone 17 lineup will place Apple ahead of Samsung for the first time in 14 years.
Growing demand for the iPhone 17 lineup
Counterpoint Research forecasts that Apple will record 10% year-on-year growth, driven primarily by strong global demand for the iPhone 17 series. In comparison, Samsung is projected to see a more modest rise of 4.6%. If these figures materialise, Apple would surpass its long-time rival and return to the top spot it last held more than a decade ago.
Industry momentum is firmly behind the new iPhone generation. In September, analyst Ming-Chi Kuo revealed that early pre-order data indicated stronger demand for the iPhone 17 than for last year’s iPhone 16. This surge in interest reportedly led two Apple suppliers to increase daily production levels by at least 30% to keep up with incoming orders.
Additional data support this trend. Market research firm Omdia reported that Apple recorded its highest-ever smartphone shipments for the third quarter. The standard iPhone 17 model has become a standout success worldwide. In Singapore, the device remained sold out five weeks after launch, reflecting sustained consumer enthusiasm. In China, Apple saw a record month in October, with sales rising by 37% year on year.
Market conditions favour Apple’s rise
Counterpoint Research also highlights a broader shift in consumer behaviour that may work in Apple’s favour. Many users who bought new smartphones during the COVID-19 period are now approaching the end of their device life cycles and preparing to upgrade. This replacement wave is likely to boost overall sales, with Apple well-positioned to benefit from the renewed demand.
The company’s reputation for long-term software support and device longevity continues to drive upgrades across its ecosystem. As consumers look for reliability and performance, the iPhone 17 lineup is emerging as a timely option for those ready to transition from older models.
Future iPhone developments could strengthen Apple’s lead
Looking beyond 2024, Apple is expected to maintain its competitive advantage. Industry rumours suggest that the company is preparing to introduce several new devices that could further reinforce its market leadership.
One of the anticipated releases is the iPhone 17e, expected to launch in 2026. Apple is also said to be working on a foldable iPhone, signalling its entry into the foldable device category and presenting a direct challenge to competitors already active in this space. Furthermore, a “major shake-up” to the iPhone lineup is reportedly planned for 2027, which could reshape the company’s product strategy and attract a fresh wave of users.
If these developments proceed as expected, analysts believe Apple is well positioned not only to overtake Samsung this year but also to remain ahead in the years that follow. A combination of strong current demand, favourable market timing and ambitious future product plans may solidify Apple’s status at the top of the global smartphone industry.
