""Consumers who purchased smartphones during the COVID-19 boom are now entering their upgrade phase," he said. "Furthermore, 358 million second-hand iPhones were sold between 2023 and Q2 2025. These users are also likely to upgrade to a new iPhone in the coming years. These factors will form a sizable demand base, which is expected to sustain iPhone shipment growth over the coming quarters.""
""it will likely provide a further driver of upgrades.""
""This not only helped Apple's supply chain and the ongoing efforts to diversify manufacturing bases, but also aggregate demand in its key growth regions, i.e. emerging markets,""
Apple is expected to displace Samsung as the top smartphone manufacturer by shipment volume due to faster-than-expected iPhone 17 sales. A broad upgrade cycle among consumers who bought phones during the COVID-19 boom, along with 358 million second-hand iPhones sold between 2023 and Q2 2025, creates a large potential upgrade base. Current AI features are not deterring buyers, and future AI improvements and a planned 2027 design revamp could spur further upgrades. A US–China trade truce lowered tariffs, supporting affordability and supply-chain diversification. iPhone shipments are forecast to rise about ten percent in 2025, lifting Apple to roughly 19.4% market share while Samsung falls to about 18.7%. Global smartphone shipments are expected to grow 3.5% amid softness at several Chinese OEMs.
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