Apple (AAPL) led the global smartphone market in 2025 with a 20% share and 10% YoY shipment growth, the highest among the top five brands, according to preliminary estimates from Counterpoint Research’s Market Monitor.
Commenting on Apple’s performance, Senior Analyst Varun Mishra said, “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. The iPhone 17 series gained significant traction in Q4 following its successful launch, while the iPhone 16 continued to perform exceptionally well in Japan, India and Southeast Asia. This dual momentum was further amplified by the COVID‑era upgrade cycle reaching its inflection point, as millions of users were due for replacement.”
Apple also led Q4 smartphone shipments, accounting for a quarter of global shipments, its highest-ever share, followed by Samsung (SSNLF) at 17%.
Samsung (SSNLF), with 19% market share and modest 5% YoY shipment growth, took the second spot in 2025. Xiaomi (XIACF) (XIACY) retained the third spot with 13% market share, while vivo came in fourth, with a 3% YoY growth.
Outside the top five, Nothing and Google (GOOG) (GOOGL) did well, recording 31% and 25% YoY growth, respectively, in 2025.
Overall, the global smartphone shipments grew for the second consecutive year in 2025, registering 2% YoY growth, driven by increasing premium demand and improving momentum in key emerging markets, Counterpoint Research said.
Commenting on outlook, Research Director Tarun Pathak said, “The global smartphone market is set to soften in 2026 amid DRAM/NAND shortages and rising component costs, as chipmakers prioritize AI data centers over smartphones. Price hikes in smartphones have already begun to surface. Against this backdrop, we have revised our forecast for 2026 by reducing shipment estimates by 3%.”
“Though the supply crunch will weigh on shipments, Apple and Samsung are likely to remain resilient, supported by stronger supply chain capabilities and premium market positioning, whereas Chinese OEMs concentrated in lower‑price segments will face greater pressure,” Pathak added.