Global smartphone shipments grew 2% in 2025, driven by strong demand and economic recovery in emerging markets, according to Counterpoint Research.
Apple leads the market with a 20% share, the highest among the top five smartphone brands. Strong sales of the iPhone 17 series and growing demand in mid-sized markets supported the company’s performance. Counterpoint analyst Varun Mishra highlighted Apple’s consistent growth in both developed and emerging markets.
Samsung ranked second with a 19% market share. Its shipment growth was modest compared to Apple, while Xiaomi secured third place with a 13% share. Xiaomi’s performance was supported by steady demand in emerging regions.
Apple leads in innovation and customer loyalty, which helped the company maintain its top position despite early-year shipment adjustments due to tariffs. Many manufacturers had pulled shipments forward in 2025 to avoid additional costs, but the effect eased as the year progressed, leaving second-half volumes largely unchanged.
Counterpoint Research noted that global smartphone demand may soften in 2026. Rising component costs and chip shortages are expected to limit growth. Chipmakers are prioritizing AI data centers over smartphone production, which could impact overall supply.
Tarun Pathak, Counterpoint Research Director, said Apple’s ability to adapt to market conditions will be key. The company’s strong brand and ecosystem continue to support its leading position.
Experts predict Apple leads the industry not only in shipments but also in profitability. Its strategy of releasing high-demand models early and expanding into emerging markets helps maintain market dominance.
The global smartphone market remains competitive, but Apple leads with consistent sales, strong brand recognition, and innovative devices. Samsung, Xiaomi, and other brands continue to challenge Apple, but the iPhone 17 series proved crucial to sustaining its market lead.
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