Apple Captures 20% Market Share as Global Smartphone Shipments Rise 2% in 2025
Global smartphone shipments grew 2% year-on-year in 2025, with Apple leading the market at 20% share, followed by Samsung at 19% and Xiaomi at 13%. The growth was driven by stronger demand in emerging markets and iPhone 17 series performance. Manufacturers front-loaded shipments early in the year to avoid tariffs, though this effect diminished later. The market may face challenges in 2026 due to chip shortages and rising costs as chipmakers focus on AI data centres.
*this image is generated using AI for illustrative purposes only.
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:
| Brand | Market Share | Position | Key Growth Drivers |
|---|---|---|---|
| Apple | 20% | 1st | iPhone 17 series sales, emerging market expansion |
| Samsung | 19% | 2nd | Modest shipment growth |
| Xiaomi | 13% | 3rd | Steady emerging market demand |
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.
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