iPhone 15 could see Apple surpass Samsung as world's largest smartphone brand

Apple Gangnam Seoul in South Korea
(Image credit: Apple)

A new report from a top Apple insider and analyst has revealed that Apple’s upcoming iPhone 15 could propel the company to the top of the smartphone charts, surpassing Samsung to become the world’s largest smartphone brand. 

Writing on Medium, Ming-Chi Kuo reported this week that while Samsung’s smartphone shipments “have been cut to 220 million units this year,” Apple is on course to ship between 220-225 million units in 2023, which would just push the Cupertino company past its Korean rival for the year overall. 

That is expected to continue into 2024, with Kuo noting that Apple is gunning for a further 25 million units next year for a total of 250 million iPhone units shipped. Kuo states that “Samsung’s internal view of 2024 market demand is still conservative,” and as such, states Apple “will likely remain the largest smartphone brand in 2024.” 

With the next Apple event and Apple’s iPhone 15 launch confirmed for September 12, this will be an encouraging sign for Apple investors, who have seen the company’s stock fall almost 10% in the past month. 

It’s not all sunshine and rainbows though. Kuo warns that the market “is concerned” Apple could see shipments of the iPhone 15 fall due to delays, especially of its flagship iPhone 15 Pro Max, which is said to be worst affected.

iPhone 15 shipments - iMore’s take 

Apple will be less concerned about its perceived rivalry with Samsung, and more buoyed by reports that the smartphone market (or at least Apple’s iPhone shipments) is expected to grow next year. With no major Mac or iPad upgrades on the cards for the remainder of 2023, Apple will be hedging its bets on a successful iPhone launch, alongside the Apple Watch Series 9 and Apple Watch Ultra 2

With an event expected on September 12, we don’t have long to wait until Apple takes to the stage in what’s sure to be the highlight of the Apple year.

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.

Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9

  • Lee_Bo
    Wasn’t there a similar headline with the 14? And 13? And 12? Etc, etc.
  • FFR
    Samsung mobile is currently bleeding marketshare and the iPhone 15 and 15 pro max is going to take a chunk out of Samsung and android. Apparently many Samsung employees and their children all use iPhones