Apple has emerged as a dominant force in the global smartphone market, securing a 20% share in 2025, according to a report from Counterpoint Research. This figure represents the largest share among the top five smartphone brands, bolstered by strong demand, particularly in emerging and mid-sized markets.
The report, released on Monday, highlighted a 2% year-on-year increase in global smartphone shipments, driven by enhanced economic momentum and consumer demand in various regions. Counterpoint analyst Varun Mishra noted that the robust sales of the iPhone 17 series have significantly contributed to Apple’s leading position.
Smartphone market: Competitive Landscape of Smartphone Manufacturers
Following Apple, Samsung secured the second position with a 19% market share, achieving modest growth in shipments. Xiaomi trailed closely in third place, boasting a 13% share, primarily due to steady demand in emerging markets. The competition remains fierce among these top brands as they strive to capture the attention of consumers.
Shifts in Shipment Strategies
Manufacturers proactively adjusted their shipment strategies at the start of the year, anticipating potential tariffs and trade disruptions. This early push resulted in a temporary increase in shipments; however, the impact lessened as the year progressed. Counterpoint noted that the volumes in the second half of 2025 remained largely unaffected by these earlier movements.
Challenges Ahead for the Smartphone Sector
Looking ahead, the global smartphone market faces potential challenges in 2026. Counterpoint’s research director, Tarun Pathak, warned of a softening market due to ongoing chip shortages and rising component costs. As chipmakers increasingly prioritise AI data centres over smartphone manufacturing, the implications for future smartphone shipments could be significant.
