Global smartphone shipments rose 2% year-on-year in 2025, with growth supported by stronger demand and economic momentum in emerging markets, according to Counterpoint Research. Apple led the global smartphone market for the full year with a 20% share, ahead of Samsung at 19% and Xiaomi at 13%, Counterpoint said.
Counterpoint said manufacturers moved shipments forward earlier in the year to get ahead of tariffs, but the impact faded as 2025 progressed and left second-half volumes largely unaffected. Counterpoint also pointed to broader momentum through the year tied to a shift toward higher-priced devices, financing options, strong marketing, and faster adoption of 5G phones in developing economies.
Apple’s 2025 lead and what drove it
Apple finished 2025 with a 20% market share and 10% shipment growth, which Counterpoint described as the strongest growth among the five largest smartphone brands. Counterpoint attributed Apple’s performance to rising demand in emerging and mid-sized markets and a stronger product mix.
Counterpoint said the iPhone 17 series gained traction late in the year, while the iPhone 16 remained strong in Japan, India, and Southeast Asia. Counterpoint analyst Varun Mishra also said Apple’s 2025 results were supported by solid demand in emerging and mid-sized markets and strong sales of the iPhone 17 series.
How Samsung and Xiaomi ranked
Samsung ranked second in 2025 with a 19% share, and Counterpoint said it posted 5% growth during the year. Counterpoint said Samsung’s performance was driven by demand for the Galaxy A series, along with stronger performance of its premium foldable and flagship models.
Counterpoint said Samsung saw momentum in Japan and its core markets, which helped offset pressure in Latin America and Western Europe. Xiaomi ranked third with a 13% share, and Counterpoint said Xiaomi benefited from stable demand in emerging markets, a balanced portfolio, and execution in Latin America and Southeast Asia.
Other brands and notable movers
Counterpoint said Vivo placed fourth after recording 3% growth, helped by its push into premium phones and a strong offline presence in India. Counterpoint said OPPO’s shipments fell 4% amid weak demand and intense competition in China and parts of Asia-Pacific.
Counterpoint added that if OPPO’s plans to integrate realme are included, the combined OPPO-realme share in 2025 would be about 11%, which would rank fourth globally. Outside the top five, Counterpoint said Nothing and Google recorded strong expansion, with shipments rising 31% and 25%, respectively.
Fourth-quarter snapshot
Counterpoint said global smartphone shipments rose 1% year-on-year in the fourth quarter, but growth was weighed down by inventories that had been built earlier. In that quarter, Counterpoint said Apple led with about a quarter of global shipments, marking Apple’s highest quarterly share on record, followed by Samsung with 17%.
2026 outlook: costs and supply constraints
Counterpoint said the global smartphone market is expected to ease in 2026, citing shortages of memory chips and higher component costs as suppliers prioritize AI data centers. Counterpoint research director Tarun Pathak said the market is expected to soften in 2026 as chipmakers prioritize AI data centers over handsets.
Counterpoint said it cut its 2026 shipment forecast by 3%. The firm added that Apple and Samsung are likely to remain more resilient than rivals that focus on lower-priced segments.
