Global smartphone shipments increased by 2% year on year in 2025, supported by firmer consumer demand and improving economic momentum across emerging markets, according to Counterpoint Research.
Apple led the global smartphone market with a 20% share, the highest among the top five brands. The strong performance was driven by robust demand in emerging and mid-sized markets, along with solid sales of the iPhone 17, said Counterpoint analyst Varun Mishra.
Counterpoint noted that many smartphone makers brought forward shipments earlier in the year to get ahead of potential tariffs. However, this impact faded as 2025 progressed, leaving shipment volumes in the second half of the year largely unchanged.
Samsung ranked second globally with a 19% market share, posting modest shipment growth. Xiaomi secured third place with a 13% share, supported by steady demand across emerging markets.
Looking ahead, the global smartphone market is expected to face softer conditions in 2026. Counterpoint research director Tarun Pathak warned that ongoing chip shortages and rising component costs could weigh on shipments, as semiconductor manufacturers increasingly prioritize artificial intelligence data centres over smartphone production.
