Apple Claims Top Spot in Global Smartphone Market for 2025
Tech giant Apple has reportedly overtaken Samsung and Xiaomi to become the world's leading smartphone brand in 2025. This development comes as global smartphone shipments recorded modest growth, primarily fueled by stronger demand in emerging markets.
Global Shipments Show Gradual Recovery
According to Counterpoint Research, worldwide smartphone shipments increased by 2% year on year during 2025. This signals a gradual recovery for the sector after experiencing a prolonged slowdown. The research firm noted that overall market momentum improved steadily throughout the year, despite ongoing challenges related to costs and supply chains.
Counterpoint attributed the growth largely to improving economic conditions and rising consumer demand in emerging economies. These markets played a critical role in offsetting softer demand in several developed regions, where replacement cycles remain extended.
Apple Secures 20% Market Share
Apple secured a 20% share of the global smartphone market, the highest among the top five manufacturers. Analyst Varun Mishra explained that the company benefited from solid demand across emerging and mid-sized markets. This success was supported by robust sales of the iPhone 17 lineup.
Broader geographic reach and sustained brand appeal helped Apple maintain its lead throughout the year. The company's performance demonstrates its ability to capture market share even in competitive environments.
Samsung and Xiaomi Maintain Strong Positions
Samsung ranked second with a 19% market share, recording moderate shipment growth during the year. Xiaomi followed in third place with a 13% share, supported by steady demand in emerging markets where affordability and localized strategies continue to drive volumes.
Both brands focused on maintaining competitiveness amid fluctuating component costs. Their strategies highlight the importance of adapting to market conditions while meeting consumer needs.
Vivo Gains Ground as OPPO Faces Challenges
Vivo finished 2025 in fourth place, posting 3% year-on-year shipment growth. Counterpoint attributed this performance to the company's push towards higher-end devices, effective offline retail execution in India, and a more focused product lineup that appealed to both premium upgraders and stable mid-range buyers.
OPPO, by contrast, recorded a 4% decline in shipments over the year. The drop was largely driven by subdued demand and intense competition in its home market of China, as well as challenges across parts of the Asia-Pacific region.
Tariff Concerns Ease in Second Half
Smartphone manufacturers advanced shipments earlier in the year to reduce potential exposure to tariffs, Counterpoint said. However, this front-loading effect faded as 2025 progressed, leaving shipment volumes in the second half largely unchanged.
The market's resilience suggests that manufacturers are finding ways to navigate economic uncertainties while continuing to meet consumer demand.
