The smartphone industry closed out 2025 on a cautiously positive note. Global shipments grew 2% year over year, marking the second consecutive year of recovery after a prolonged slowdown. In a market where growth remains limited, Apple did not just keep pace. It pulled ahead.
According to Counterpoint Research, Apple finished 2025 with a 20% global smartphone market share, the highest among all manufacturers. That lead matters because it came during a modest growth cycle, where gains are harder to secure and leadership reflects structural strength rather than short term momentum.
The overall recovery was driven by stronger demand in emerging markets, wider availability of financing plans, and continued 5G expansion. Consumers were more willing to buy higher priced phones when monthly payments softened the upfront cost. This environment favored brands with strong premium positioning and long upgrade cycles, an area where Apple remains particularly dominant.
Apple also posted the strongest shipment growth among the top five brands, with volumes rising 10% year over year. The iPhone 17 and iPhone 17 Pro played a major role, gaining traction in the final quarter following their launch. At the same time, the iPhone 16 continued to perform well across Japan, India, and Southeast Asia, giving Apple overlapping momentum across product generations rather than relying on a single launch window.
This dual performance was amplified by timing. Devices bought during the COVID period are now reaching the end of their lifecycle, pushing a large base of users toward upgrades. Apple captured a significant share of that replacement demand, especially in mid sized and emerging markets where its distribution and financing partnerships have expanded steadily.
Samsung ended the year in second place with a 19% global market share and modest shipment growth. Its volumes were driven largely by the Galaxy A series, which continues to anchor Samsung’s strategy in price sensitive regions. On the premium end, the Galaxy S25 lineup and Galaxy Fold 7 improved on previous generations, but not enough to close the gap with Apple.
Xiaomi held on to third place with a 13% market share. Its position was supported by steady demand in emerging markets and a balanced mix of mid range and flagship devices. Vivo followed with slight growth, helped by strong offline sales in India and a clearer push toward higher end models. Oppo, however, saw shipments decline year over year amid intense competition in China and across the Asia Pacific region.
Beyond the top five, growth was uneven but notable. Nothing recorded strong year over year gains, while Google’s Pixel lineup continued its gradual expansion. Pixel remains a small player globally, but its steady growth shows there is still room for focused challengers, even as market power concentrates at the top.
Looking ahead, 2026 may prove more challenging. Component prices are rising, and memory shortages are emerging as chipmakers prioritize AI data center demand over smartphones. Some manufacturers moved shipments forward earlier in 2025 to get ahead of potential tariffs, but that effect faded in the second half, leaving the industry exposed to higher costs this year.
Apple and Samsung are widely expected to manage these pressures better than most competitors. Both benefit from stronger supply chain control and a greater reliance on premium devices with healthier margins. Brands that depend heavily on lower priced phones may struggle to absorb rising costs without affecting demand.
