Apple has secured its position as the top smartphone vendor worldwide in 2025, according to preliminary data from Counterpoint Research. The company captured 20% of the global market share, registering a 10% year-over-year growth, the highest among the leading five brands.
Premium Upgrades and Emerging Markets Drive Growth
Global smartphone shipments increased by 2% in 2025, marking a second consecutive year of recovery. This growth was fuelled by strong demand for premium devices, wider adoption of 5G technology in emerging markets, and financing options that made high-end smartphones more accessible to consumers. Apple experienced significant momentum with its iPhone 17 series during the fourth quarter, while the iPhone 16 maintained popularity in regions such as India, Japan, and Southeast Asia.
Samsung and Xiaomi Hold Key Positions
Samsung ranked second with a 19% market share and 5% annual growth. The mid-range Galaxy A series continued to be a major contributor to its sales, while flagship models like the Galaxy S25 and Fold 7 helped sustain its presence in the premium segment. Samsung recorded gains in Japan but faced challenges in Latin America and Western Europe.
Xiaomi retained third place with a 13% share, benefiting from steady demand in Southeast Asia and Latin America. Its balanced portfolio of premium and mid-tier smartphones supported this position. The report also indicates that Xiaomi likely led smartphone shipments within China in 2025 based on its methodology.
Other Market Players and Future Outlook
Vivo secured the fourth position, aided by growth in the premium segment and strong offline sales in India. Oppo dropped to fifth place after a 4% decline, affected by weak demand in China and increasing competition across the Asia-Pacific region. Together, Oppo and Realme held an 11% share of smartphone shipments.
Looking ahead, Counterpoint analysts have issued a cautious outlook for 2026. They anticipate a slowdown in smartphone growth due to rising memory prices and component shortages, as chip manufacturers prioritize resources for AI data centres. Despite these challenges, Apple and Samsung are expected to remain resilient, while Chinese original equipment manufacturers may face increased supply-side difficulties.
My name is Bhupendra Singh Chundawat. I am an experienced content writer with several years of expertise in the field. Currently, I contribute to Daily Kiran, creating engaging and informative content across a variety of categories including technology, health, travel, education, and automobiles. My goal is to deliver accurate, insightful, and captivating information through my words to help readers stay informed and empowered.
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