Global smartphone shipments saw modest growth in 2025, with preliminary data from Counterpoint Research showing a 1% year-on-year increase in the final quarter and a 2% rise for the full year, marking the second consecutive year of expansion in the industry. Apple overtook other manufacturers to become the world’s largest smartphone maker, capturing a 20% global market share and posting the fastest growth among the top five brands with a 10% increase in shipments. Strong demand for both older iPhone 16 models in Japan, India, and Southeast Asia, as well as the newer iPhone 17 lineup, contributed to Apple’s performance, driven in part by a delayed upgrade cycle from the COVID period.
Samsung held the second position, achieving 5% annual shipment growth thanks to the Galaxy S25 series, Galaxy Z Fold7, and rising demand for the Galaxy A-series in the mid-range segment, although it lost the top spot to Apple. Xiaomi maintained third place with a stable 13% market share, performing strongly in South America and Southeast Asia, while vivo surpassed Oppo, which saw shipments decline by 4%, as vivo experienced strong growth in India.
Smaller smartphone brands also recorded faster growth, with Nothing increasing shipments by 31% and Google posting 25% growth in 2025. Looking ahead, Counterpoint Research warned that global smartphone growth may face pressure in 2026 due to DRAM and NAND shortages, rising component costs, and chipmakers prioritizing AI data center demand over smartphones. Price increases are emerging in the market, leading Counterpoint to lower its 2026 forecast, expecting global shipments to decline by 3%.
