Apple emerged as the world’s leading smartphone vendor by shipments in 2025, according to preliminary data from Counterpoint Research. The company captured 20% of the global market, registering 10% year-over-year growth, the highest among the top five brands.
Premium upgrades and emerging markets drive 2025 recovery
Global smartphone shipments grew 2% in 2025, marking a second consecutive year of recovery. This growth was supported by premium demand, wider adoption of 5G in emerging markets, and financing options that made high-end phones more accessible. Apple saw strong momentum for the iPhone 17 series in the fourth quarter, while the iPhone 16 remained popular in regions like India, Japan, and Southeast Asia.
Samsung ranked second with a 19% market share and 5% annual growth. Its mid-range Galaxy A series remained a key driver, while the Galaxy S25 and Fold 7 helped sustain traction in the premium category. The company posted gains in Japan but faced pressure in Latin America and Western Europe.
Xiaomi maintained its third-place position with a 13% share. The brand saw steady demand in Southeast Asia and Latin America, supported by a balanced portfolio of premium and mid-tier smartphones. Based on the report’s methodology, Xiaomi likely ranked first in smartphone shipments in the Chinese market in 2025.
Vivo came in fourth, aided by premium segment growth and strong offline performance in India. Oppo dropped to fifth after a 4% decline, impacted by weak demand in China and rising competition across the Asia-Pacific. The combined Oppo and Realme shipment share stood at 11%.
Counterpoint analysts issued a cautious outlook for 2026. They expect smartphone growth to slow due to rising memory prices and component shortages, as chipmakers shift resources to AI data centers. Apple and Samsung are projected to remain resilient, while Chinese OEMs may face increased supply-side challenges.
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