Global smartphone shipments increased for a second straight year in 2025, posting 2% year-on-year growth, according to Counterpoint Research. The market maintained momentum through the year, supported by a shift toward higher-priced devices, financing options, strong marketing and faster uptake of 5G phones in developing economies.
Counterpoint said consumers continued to trade up to premium models in 2025, while demand for 5G handsets surged across emerging regions. Concerns over tariffs led manufacturers to bring shipments forward in the first half, but their impact proved weaker than expected later in the year, limiting effects on second-half volumes. Growth varied by region, with gains in Japan, the Middle East and Africa and parts of Asia-Pacific offsetting softness in mature markets.
Apple leads rankings
In the fourth quarter, shipments rose 1% from a year earlier as inventories built earlier weighed on growth. Apple led the quarter with about a quarter of global shipments, its highest share on record, followed by Samsung with 17%.
For the full year, Apple topped the global market with a 20% share and 10% shipment growth, the strongest among the five largest brands. Counterpoint said Apple benefited from rising demand in emerging and mid-sized markets and a stronger product mix, with the iPhone 17 series gaining traction late in the year while the iPhone 16 remained strong in Japan, India and Southeast Asia.
Samsung ranked second with a 19% share and 5% growth, driven by demand for the Galaxy A series and stronger performance of its premium foldable and flagship models. Momentum in Japan and core markets helped offset pressure in Latin America and Western Europe.
Xiaomi held third place with a 13% share, supported by stable demand in emerging markets, a balanced portfolio and solid execution in Latin America and Southeast Asia. Vivo placed fourth after posting 3% growth, helped by its premium push and strong offline presence in India. OPPO’s shipments fell 4% amid weak demand and intense competition in China and parts of Asia-Pacific. Factoring in plans to integrate realme, the combined OPPO-realme share in 2025 would be about 11%, ranking fourth globally.
Outside the top five, Nothing and Google recorded strong expansion, with shipments rising 31% and 25%, respectively.
Looking ahead, Counterpoint expects the global smartphone market to ease in 2026 due to shortages of memory chips and higher component costs as suppliers prioritise AI data centres. The firm has cut its 2026 shipment forecast by 3%, noting Apple and Samsung are likely to remain more resilient than rivals focused on lower-priced segments.
