Global smartphone shipments showed modest but meaningful growth in 2025, according to preliminary data from Counterpoint Research. Total shipments rose by just 1% in the fourth quarter, while full-year volumes increased by 2%. While the growth rate remains conservative, it marks the second consecutive year of expansion for the smartphone market, signaling a gradual recovery after years of volatility caused by supply chain disruptions, inflation, and changing consumer upgrade cycles.
Apple emerged as the world’s largest smartphone manufacturer in 2025, overtaking Samsung to claim the number one position in global shipments. The company captured a 20% market share, meaning one out of every five smartphones shipped worldwide carried the Apple logo. Among the top five manufacturers, Apple recorded the strongest year-on-year growth, with shipments rising by an impressive 10%. Counterpoint attributes much of this success to a delayed upgrade cycle stemming from the COVID era, which left millions of users holding onto older devices and finally upgrading in 2025.
Demand for Apple’s lineup was broad-based across regions. The older iPhone 16 continued to perform strongly in key markets such as Japan, India, and Southeast Asia, where pricing and availability played a major role. At the same time, the newer iPhone 17 series saw rising demand, reinforcing Apple’s dominance in the premium segment. This combination of strong legacy model sales and successful new launches allowed Apple to outperform rivals in an otherwise slow-moving market.
Samsung finished 2025 in second place, but its performance remained solid compared to the rest of the top tier. The company recorded 5% annual growth, supported by improved sales of its flagship Galaxy S25 series and the Galaxy Z Fold7, both of which outperformed their predecessors. Samsung also benefited from growing demand for its Galaxy A-series, which strengthened its position in the competitive mid-range segment and helped offset pressure from Chinese manufacturers in emerging markets.
Xiaomi held onto third place globally with a steady 13% market share. The brand’s performance was largely driven by strong momentum in South America and Southeast Asia, regions where value-focused smartphones continue to see high demand. Meanwhile, vivo and Oppo swapped positions in the global rankings. Vivo posted 3% growth during the year, fueled by robust demand in India, while Oppo experienced a 4% decline amid intense competition in China and the wider Asia-Pacific region.
Outside the top five, Counterpoint highlighted notable growth from smaller but increasingly influential brands. Nothing recorded a remarkable 31% increase in shipments in 2025, while Google grew by 25%, reflecting rising interest in differentiated software experiences and ecosystem-driven devices.
Looking ahead, the outlook for 2026 appears more challenging. Counterpoint warns that soaring DRAM and NAND prices, combined with component shortages, could disrupt the market’s growth streak. Chipmakers are increasingly prioritizing AI data center demand over smartphones, pushing up costs across the supply chain. According to Research Director Tarun Pathak, smartphone prices are already beginning to rise, prompting Counterpoint to revise its 2026 forecast downward by 3%. As a result, the global smartphone market may face renewed pressure in the year ahead despite the momentum gained in 2025.
