Global Smartphone Market: Apple Leads

Driven by increasing demand for premium products and growing momentum in key emerging markets, global smartphone shipments grew by two percent year-on-year in 2025. These preliminary estimates were announced on Monday by the global market research firm Counterpoint Research.

"In 2025, the gradual shift of the smartphone market towards higher price segments continued, driven by consumers upgrading to premium devices," commented Counterpoint analyst Shilpi Jain on market developments. "At the same time, demand for 5G phones in developing regions increased significantly." The impact of tariffs proved to be less than expected throughout the year, only slightly affecting sales in the second half of the year, according to Jain. Markets such as Japan, the Middle East and Africa, and certain parts of the Asia-Pacific region, therefore, grew particularly strongly.

Apple at the Top

The global smartphone market was led by the US company Apple with a 20 percent share. The ten percent year-on-year growth is also the largest among the top five brands. "Apple's growth in 2025 was driven by increasing presence and rising demand in emerging and mid-tier markets, supported by a stronger product portfolio," said Counterpoint analyst Varun Mishra. Furthermore, strong sales of the iPhone 17 series and good sales of the iPhone 16 in Japan, India, and Southeast Asia contributed to Apple's strong performance. At the end of last year, market researchers had already predicted that Apple would dethrone Samsung in the smartphone market.

Samsung ranked second in 2025, driven by steady growth in its Galaxy A series and the continued popularity of the Galaxy S and Z series in the premium segment, with a market share of 19 percent and a moderate five percent year-on-year growth in shipments. Xiaomi maintained third place with a 13 percent market share.

Outlook for 2026

The outlook for the coming year is cautious, according to Counterpoint Research analysts. "The global smartphone market will decline in 2026 due to memory shortages and rising component costs, as chip manufacturers prioritize AI data centers over smartphones," explained Counterpoint Research Director Tarun Pathak. Price increases for smartphones are already being observed.

Therefore, forecasts for smartphone shipments for the current year have been revised downwards. "Although supply constraints will weigh on shipments, Apple and Samsung are expected to remain resilient thanks to their stronger supply chain capabilities and premium market positioning," believes Pathak. Chinese manufacturers, who focus on low-price segments, will face greater pressure, according to Pathak.

(akn)