Global smartphone shipments demonstrated resilience in 2025, recording a 2% year-on-year increase driven by stronger demand and economic momentum in emerging markets, according to Counterpoint Research data released on Monday. The growth reflects a recovery in consumer spending and market confidence across key regions.

Market Leadership and Share Distribution

Apple secured the top position in the global smartphone market with commanding performance metrics:

Counterpoint analyst Varun Mishra highlighted that Apple's 20% market share represents the largest portion among the top five brands, supported by solid demand in emerging and mid-sized markets alongside strong sales performance of the iPhone 17 series.

Strategic Market Dynamics

Manufacturers demonstrated strategic foresight by pulling shipments forward early in 2025 to mitigate potential tariff impacts. However, Counterpoint Research noted that this effect gradually eased as the year progressed, resulting in second-half volumes remaining largely unaffected by the initial front-loading strategy.

Samsung maintained its strong market presence despite experiencing only modest shipment growth throughout the year. The company's 19% market share positioned it as a close second to Apple, reflecting the competitive nature of the premium smartphone segment.

Emerging Market Performance

Xiaomi's third-place position with a 13% market share was primarily driven by consistent demand in emerging markets. The company's focus on value-oriented devices and market penetration strategies in developing economies contributed to its stable performance throughout 2025.

The overall 2% growth in global smartphone shipments underscores the importance of emerging markets as key growth drivers, with multiple manufacturers benefiting from increased consumer spending power and market expansion in these regions.

Future Market Outlook

Counterpoint Research Director Tarun Pathak indicated that the global smartphone market may face headwinds in 2026. Expected challenges include chip shortages and rising component costs, as chipmakers are anticipated to prioritise AI data centres over handset production, potentially impacting supply chain dynamics and market growth trajectories.

Apple Inc. is facing mounting pressure in the stock market as shares head toward their longest losing streak in over three decades. The technology giant's stock declined as much as 1.10% on Friday, setting the stage for what could be the eighth consecutive losing session.

Historical Context of Apple's Losing Streaks

According to Bloomberg data, Apple has experienced several losing streaks of similar duration throughout its history. The company recorded eight-day losing streaks in 2025, 2022, 2016, and 1998. However, the last time Apple shares fell for nine consecutive days was in 1991, making the current streak particularly noteworthy for long-term investors.

Performance Challenges and Market Pressures

The current losing streak has resulted in Apple shares declining more than 5.00% since the downturn began. This performance reflects broader concerns about the company's position in key technology sectors, particularly artificial intelligence deployment.

Apple's stock performance in 2025 showed mixed results, with the company achieving a nearly 9.00% gain for the year. However, this growth significantly underperformed the S&P 500 Index's 16.00% jump, marking the first time Apple lagged the broader market index since 2022.

Industry-Wide Component Cost Pressures

The recent decline in Apple shares coincides with broader challenges facing computer and device manufacturers. Rising prices for critical components, particularly memory chips, have created additional pressure across the technology sector. This cost inflation stems from heavy demand driven by data center buildouts for artificial intelligence computing infrastructure.

Apple and other technology companies are navigating these supply chain pressures while managing investor expectations about their artificial intelligence capabilities and market positioning. The component cost increases represent a significant operational challenge for manufacturers dependent on these materials for their product lines.