Global smartphone shipments increased by 2% year-over-year in 2025, marking the second consecutive year of growth, according to Counterpoint Research. The growth was driven by strong adoption of AI smartphones and rising demand for high-end and 5G devices in emerging markets.
Counterpoint Research highlighted that while tariff-related supply and demand uncertainties persisted throughout 2025, their impact was less severe than initially anticipated. Regional trends showed varied performance: strong demand growth was observed in Japan, parts of the Asia-Pacific, the Middle East, and Africa. This was offset by weaker consumption in mature Western markets.
In terms of market share, Apple led globally with nearly 20%, driven by its iPhone 17 series. Apple's strategy of offering upgrades without increasing prices contributed to a 10% increase in sales compared to 2024. Samsung Electronics followed closely, holding a market share just 1pp lower than Apple's. Samsung posted approximately 5% annual shipment growth, bolstered by sales of its Galaxy A series, foldable smartphones, and the flagship S25 series.
Xiaomi secured the third position with a 13% market share, supported by consistent sales in Latin America, the Middle East, and Africa. Vivo reported shipment growth of nearly 3%, largely driven by an expanded presence in India. Although OPPO experienced a decline in shipments overall, it recorded growth in India, the Middle East, and Africa. When combined with realme's figures, OPPO's market share reaches nearly 11% globally, placing the combined entity fourth worldwide in 2025.
Counterpoint's findings indicate that despite trade and economic uncertainties, the global smartphone market remains resilient, with significant growth momentum in emerging regions and among premium device categories.
Article edited by Jack Wu
