Key Findings in 2025 Global Smartphone Shipments
- •Apple topped global smartphone shipments in 2025 with a 20% market share and 10% year-on-year (YoY) growth.
- •Apple's growth was driven by the expanding presence of the iPhone 16 and the launch of the iPhone 17 Series in Q4.
- •Samsung secured the second position with a 19% market share, followed by Xiaomi (13%), vivo (8%), and OPPO (8%).
- •Global smartphone shipments grew by 2% YoY in 2025, fueled by demand for 5G devices and an upgrade to premium devices.
- •Smartphone prices are expected to rise in 2026 due to chip shortages.
Apple's Dominance in 2025
Apple has topped the global smartphone shipment rankings in 2025, achieving a 20% market share and 10% year-on-year (YoY) growth, and ranking first among the top five brands.
According to a report by Counterpoint Research, Apple’s growth in 2025 was fueled by the launch of the iPhone 17 series, which gained traction in Q4. Its iPhone 16 product also continued to perform exceptionally well in Japan, India, and Southeast Asia.
Reacting to Apple’s performance, Senior Analyst at Counterpoint Research, Varun Mishra, explained that Apple’s growth in 2025 was driven by its “expanding presence and rising demand across emerging and mid-size markets, supported by a stronger product mix.”
He added that the iPhone 16 and 17 sales performance was “further amplified by the COVID-era upgrade cycle reaching its inflection point, as millions of users were due for replacement.”
At its 2025 event, Apple launched its iPhone 17 series, including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air. These products, released a year after the iPhone 16, incorporate a chip touted as the most powerful and efficient for an iPhone yet. These new releases represent an attempt by Apple to extend its lead in the global smartphone market.
Competitor Performance: Samsung, Xiaomi, Vivo, and OPPO
With a market share of 19% and 5% YoY shipment growth, Samsung comes second in the 2025 global smartphone shipment rankings.
Samsung’s growth was attributed to its Galaxy A series, including the Galaxy Fold7 and S25 series. These products drove traction and outperformed their predecessors. Despite facing sales pressure in Latin America and Western Europe, Samsung’s growth in 2025 was fueled by momentum in Japan.
Xiaomi is third with a 13% market share and 0% YoY growth. Its significant presence in Latin America and MEA, coupled with effective channel management, helped sustain the company’s shipments despite industry headwinds.
Vivo came in fourth, with an 8% market share and 3% YoY growth driven by its offline execution in India. OPPO saw a 4% YoY decline due to weak demand and fierce competition in its home market, China, and the Asia-Pacific region, but it holds an 8% market share.
Outside the top five spots, smartphone makers Nothing and Google recorded 31% and 25% YoY growth, respectively, in 2025.
Global Smartphone Shipment Growth Trends
Global smartphone shipments grew for the second consecutive year in 2025, registering 2% YoY growth. This growth is less than the 4% YoY growth recorded in 2024.
The growth was fueled by smartphone users upgrading to premium devices, while the demand for 5G devices witnessed a sharp rise across developing regions.
“Tariff-related concerns prompted OEMs to front-load shipments in H1, but as the year advanced, the impact of tariffs proved milder than anticipated, curbing their influence on H2 volumes,” Senior Analyst at Counterpoint Research, Shilpi Jain, said.
He further noted that “the entire 2025, growth remained uneven across regions as markets such as Japan, the Middle East and Africa (MEA), and certain parts of the Asia-Pacific (APAC) offset the weakness in mature markets.”
Outlook for 2026
In the 2026 outlook, the global smartphone market is expected to witness a surge in prices. According to the report, the price hike is related to DRAM/NAND shortages and rising component costs, as chipmakers prioritize AI data centers over smartphones.
In addition, Apple and Samsung are projected to remain resilient, supported by their strong supply chain capacity and premium market positioning. Meanwhile, Chinese manufacturers focused on lower-price segments are expected to face increased pressure.