The latest data shows that with increasing demand for high-end phones and improved momentum in major emerging markets, global smartphone shipments are expected to rise by 2% in 2025, marking the second consecutive year of growth. Apple will secure the top spot among industry leaders with a market share of 20%.
According to preliminary estimates released by research firm Counterpoint on the 12th, global smartphone shipments in the fourth quarter of 2025 increased by only 1% compared to the same period a year ago, reflecting the impact of continued inventory accumulation in previous quarters. Last quarter, Apple claimed the top spot with a 25% market share—its highest ever—followed by Samsung at 17%.
Apple will also claim the global smartphone market share crown for all of 2025. The company’s smartphone shipments grew 10% last year, with a market share of 20%. Samsung ranked second with a 19% market share and moderate shipment growth of 5%. Xiaomi remained in third with a 13% share, closely followed by vivo and OPPO.
Counterpoint Senior Analyst Mishra said: “Apple’s growth in 2025 is supported by an enhanced product portfolio, continued expansion in emerging and mid-sized markets, and a broad increase in demand. The iPhone 17 series made a successful debut and was extremely popular in the fourth quarter of last year.”
Counterpoint research director Patek believes that as chipmakers prioritize AI data centers, shortages of DRAM and NAND as well as rising component costs may result in a weakening global smartphone market in 2026.