Apple’s iPhone led as the global smartphone market posted modest growth in 2025, with shipments increasing 2% year-over-year (YoY), marking the second consecutive year of expansion, according to preliminary estimates from Counterpoint Research.
This sustained momentum throughout the year was primarily fueled by a continued shift toward premium devices, supported by flexible financing options and strong marketing efforts, alongside accelerating 5G adoption in emerging markets. Growth proved uneven regionally, with strong performances in markets like Japan, the Middle East and Africa (MEA), and parts of Asia-Pacific offsetting softer demand in more mature regions.
Apple is the No. 1 Vendor
Apple led the global smartphone market in 2025 with a 20% market share and achieved the highest growth among the top five brands at 10% YoY. The company’s performance was driven by expanded presence in emerging and mid-sized markets, a stronger product mix, and exceptional traction for the iPhone 16 series in key regions such as Japan, India, and Southeast Asia. The successful launch of the iPhone 17 series in Q4 further boosted momentum, helping Apple capture a record-high 25% of global shipments in the final quarter. Analysts highlighted the maturation of the COVID-era upgrade cycle as an additional tailwind, with millions of users due for replacements.
Notes: OPPO includes OnePlus. Percentages may not add up to 100% due to rounding.
Samsung secured the No. 2 position with a 19% market share and 5% YoY shipment growth. Key drivers included robust demand for the mid-range Galaxy A series, alongside solid traction for premium models like the Galaxy Fold7 and Galaxy S25 series, which outperformed their predecessors. The company maintained strong momentum in Japan and core markets, though it faced pressures in Latin America and Western Europe. In Q4, Samsung held a 17% share.
Xiaomi retained third place with a 13% market share and stable performance, bolstered by its premiumization strategy, resilient demand in emerging markets, and effective channel management in regions like Latin America and Southeast Asia.vivo ranked fourth with 3% YoY growth, supported by premiumization efforts and strong offline execution, particularly in India.
OPPO experienced a 4% YoY decline due to weak demand and intense competition in China and the Asia-Pacific region, though it saw gains in India and MEA. When combined with realme, the entity achieved an 11% share globally.Outside the top five, brands like Nothing (+31% YoY) and Google (+25% YoY) posted notable gains.
Q4 Closes the Year Modestly
In the fourth quarter of 2025, global shipments grew just 1% YoY, impacted by inventory buildup from earlier quarters.
Outlook for 2026 Remains Cautious
Looking ahead, Counterpoint Research adopted a conservative stance for 2026, revising shipment forecasts downward by 3% due to emerging challenges. Sharp rises in memory shortages (DRAM and NAND) and escalating component costs — as chipmakers prioritize AI data centers over smartphones — are expected to soften the market. Price hikes for smartphones have already begun to appear.Apple and Samsung are positioned to remain relatively resilient, thanks to stronger supply chains and premium market focus, while Chinese OEMs in lower-price segments may face greater pressure.
Senior Analyst Shilpi Jain noted: “In 2025, the smartphone market continued its gradual shift toward higher price tiers, driven by consumers upgrading to premium devices. Concurrently, demand for 5G handsets rose sharply across developing regions.”
Senior Analyst Varun Mishra added on Apple’s success: “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.”
Research Director Tarun Pathak warned: “The global smartphone market is set to soften in 2026 amid DRAM/NAND shortages and rising component costs… Though the supply crunch will weigh on shipments, Apple and Samsung are likely to remain resilient.”
MacDailyNews Note: These preliminary figures are based on Counterpoint Research’s Market Monitor sell-in data. The full report underscores a market transitioning toward premiumization – a boon for Apple – while navigating supply-side headwinds in the year ahead.
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Good news for Apple’s investors!.