The global smartphone market showed moderate growth last year. According to estimates by Counterpoint Research, worldwide shipments increased by 2% year on year. At the same time, Apple significantly strengthened its position: in the fourth quarter, iPhones accounted for a record 25% of the global market, and for the full year 2025 the company increased its share to 20%, boosting shipments by 10%.
Samsung Electronics remained in second place in the fourth quarter with a 17% market share, but managed to raise its full-year share to 19%. The South Korean manufacturer trailed Apple only slightly, though its growth was driven by different factors. While Apple’s success was fueled by demand for the relatively expensive iPhone 17, Samsung increased sales mainly thanks to more affordable models in the Galaxy A lineup. At the same time, the premium segment performed well, with the Galaxy Fold 7 and Galaxy S25 outperforming their predecessors. Overall, Samsung’s smartphone shipments grew by 5% over the year.
Apple posted the fastest growth among the top five vendors. Geographically, this was supported by a stronger presence in emerging markets as well as in smaller countries where demand for 5G-enabled smartphones increased. Notably, even after the launch of the iPhone 17, previous-generation models remained in high demand in Japan, India, and Southeast Asia. Analysts attribute this to the end of the replacement cycle for devices purchased during the pandemic.
Globally, the most dynamic growth in smartphone shipments last year was recorded in Japan, the Middle East, and African countries, while demand in mature markets remained subdued.
Xiaomi retained third place worldwide with a 13% share but did not demonstrate significant shipment growth. The brand delivered its strongest results in Latin America and Southeast Asia. Vivo ranked fourth, increasing shipments by 3% and capturing 8% of the global market by focusing on higher-priced models, with India being particularly successful for the company. Oppo, by contrast, reduced shipments by 4% but formally retained fifth place with an 8% share. However, taking into account the integration of the Realme brand under Oppo, their combined position would correspond to fourth place with 11% of the market.
Outside the top five, the most notable growth was posted by Nothing and Google, with increases of 31% and 25%, respectively.
For the current year, analysts forecast a 2.1% decline in shipments due to memory shortages and rising component prices driven by the artificial intelligence boom.
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