Samsung and Apple compete for smartphone market leadership

The global smartphone market is experiencing significant shifts in both competitive dynamics and device longevity. Counterpoint Research forecasts a tight race for global market leadership in 2026 between Samsung and Apple. While Apple is projected to reach a 22.6% market share, Samsung is expected to rise to 22.5%, potentially reclaiming the top position due to a possible delay in the release of the standard iPhone 18.

Simultaneously, manufacturers are extending the software lifecycles of Android devices to improve consumer value. Notable examples include the Fairphone Gen 6, which offers 7 years of Android updates and 8 years of security updates through a modular design, and the Motorola Signature, a flagship model promising 7 years of both OS and security support through 2033.