Apple leads the global smartphone market - With 20% of the share in 2025. Samsung, second with 19%
Global smartphone shipments in 2025 grew 2% year-on-year, driven by stronger demand and economic momentum in emerging markets, Counterpoint Research said.
Apple led the market with a 20% share, the largest among the top five brands, supported by strong demand in emerging and middle markets and strong sales of the iPhone 17 series.
Manufacturers pushed shipments forward at the beginning of the year to avoid tariffs, but the effect eased as 2025 passed, leaving second-half volumes largely unaffected.
Samsung ranked second with a 19% share on modest shipment growth, while Xiaomi ranked third with a 13% share, supported by steady demand in emerging markets.
The global smartphone market is expected to soften in 2026 due to chip shortages and rising component costs, as chipmakers prioritize artificial intelligence data centers over smartphones.
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