Counterpoint Research: Apple leads 2025 global smartphone market, Samsung at no. 2

Apart from wearables, Apple also leads in the global smartphone market as of 2025.

Apple iPhone 17 Series

Another solid year for Apple

Apple became the world's leading smartphone vendor by shipments in 2025, according to preliminary data from Counterpoint Research. The company captured 20 percent of the global market, with 10 percent year-over-year growth, the highest among the top five brands.

Global smartphone shipments increased by 2 percent in 2025, marking a second consecutive year of recovery. Analysts attributed the growth to sustained premium demand, broader 5G adoption in emerging markets, and financing options that improved accessibility to high-end devices. Apple saw strong fourth-quarter momentum for the iPhone 17 Series, while the iPhone 16 remained popular in regions such as India, Japan, and Southeast Asia.

Counterpoint Research data for the 2025 global smartphone market

Samsung ranked second with a 19 percent market share and 5 percent annual growth. Its mid-range Galaxy A series was a key driver, while the Galaxy S25 and Fold 7 models sustained its premium segment presence. Samsung posted gains in Japan but experienced pressure in Latin America and Western Europe.

Xiaomi maintained third place with a 13 percent share. The brand reported steady demand in Southeast Asia and Latin America, supported by a balanced portfolio of premium and mid-tier devices. Based on the report's methodology, Xiaomi likely led smartphone shipments in the Chinese market during 2025.

vivo placed fourth, aided by growth in the premium segment and strong offline performance in India. OPPO dropped to fifth after a 4 percent decline, affected by weaker demand in China and heightened competition across the Asia-Pacific region. The combined shipment share for OPPO and realme reached 11 percent.

2025 global smartphone market share

• Apple - 20 percent market share
• Samsung - 19 percent market share
• Xiaomi - 13 percent market share
• vivo - 8 percent market share
• OPPO - 8 percent market share

Counterpoint analysts offered a cautious outlook for 2026. They anticipate smartphone growth will slow due to rising memory prices and component shortages, as chipmakers shift resources toward AI data centers. 

Apple and Samsung are projected to remain resilient, while Chinese original equipment manufacturers may face increased supply-side challenges.

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Source: Counterpoint Research