Global Smartphone Shipments Rise 2% in 2025 – Apple Leads Market Share

Global smartphone shipments rose by 2% year-over-year in 2025, according to a report released Monday by Counterpoint Research, driven by increased demand and economic momentum in emerging markets. The modest growth signals a stabilization in a market that has faced headwinds in recent years.

Apple led the market with a 20% share, the highest among the top five brands, bolstered by strong demand in developing and mid-range markets, as well as robust sales of the iPhone 17 series, analyst Varun Mishra noted. This performance underscores Apple’s continued strength in brand loyalty and its ability to capture growth opportunities internationally.

Counterpoint Research indicated that manufacturers frontloaded shipments earlier in the year to preempt potential tariffs, but the impact of this strategy gradually diminished throughout 2025, leaving shipment volumes relatively unchanged in the second half of the year. This suggests a normalization of supply chains and a lessening of trade-related disruptions.

Samsung secured the second position with a 19% market share, supported by moderate growth in shipments. Xiaomi followed in third place, holding a 13% share, benefiting from steady demand in emerging markets. The competitive landscape remains tightly contested, with key players vying for market share in diverse geographic regions.

Looking ahead, Tarun Pathak, Director of Research at Counterpoint, anticipates a slowdown in the global smartphone market in 2026, citing a shortage of chips and rising component costs. He explained that chip manufacturers are increasingly prioritizing data center AI applications over mobile phones, potentially impacting smartphone production and availability. This shift in focus could create supply chain challenges for smartphone vendors.

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