Apple Dominates Global Smartphone Market in 2025
Apple secured the number one position in the global smartphone market for the year 2025. The iPhone maker achieved its highest quarterly shipment share ever during the final quarter of the year.
Record-Breaking Fourth Quarter Performance
Counterpoint Research reported that Apple dominated the fourth quarter of 2025. The company accounted for one-fourth of all global smartphone shipments during this period. This strong performance allowed Apple to surpass Samsung, which held a 17% market share at the time.
Overall Market Growth Trends
The global smartphone market grew for the second consecutive year. Shipments increased by 2% annually. This growth was primarily driven by a trend toward premiumization. Consumer financing options and ongoing 5G technology deployment in emerging economies supported this shift.
How Major Brands Performed in 2025
According to the detailed report, Apple led the global smartphone market with a 20% share for the full year. The company experienced 10% year-over-year growth, which was the highest among the top five brands.
Counterpoint analyst Varun Mishra commented on Apple's performance. He said Apple's growth in 2025 was driven by expanding presence and rising demand across emerging and mid-size markets. A stronger product mix supported this expansion.
The iPhone 17 series gained significant traction in the fourth quarter following its successful launch. Meanwhile, the iPhone 16 continued to perform exceptionally well in Japan, India, and Southeast Asia. This dual momentum was further amplified by the COVID-era upgrade cycle reaching its inflection point. Millions of users were due for replacement devices.
Samsung's Strong Second Place Finish
Samsung captured second place with 19% market share and 5% growth compared to the previous year. The company's growth came primarily from the Galaxy A series, which benefited from mid-range demand. The Galaxy Fold7 and S25 series drove traction in premium segments, outpacing earlier models.
Though Samsung faces pressure in Latin America and Western Europe, its 2025 growth was helped by strong momentum in Japan. The company also saw steady increases in its core markets.
Other Major Players in the Market
Xiaomi secured third place with 13% of the market. Its performance was driven by a shift to high-end products and strong demand in emerging markets. The company maintained a balanced mix of flagship and mid-tier phones. Despite industry challenges, Xiaomi sustained shipments through efficient execution in Latin America and Southeast Asia along with effective channel management.
Vivo came in fourth with 3% year-over-year growth. The company continued moving toward premium devices and executed well offline in India. Vivo offered a streamlined product portfolio that captured high-value upgrades and steady mid-tier demand.
Oppo experienced a 4% year-over-year decline due to weak demand and intense competition in its home markets of China and Asia-Pacific. While the company posted gains in countries like India and the Middle East and Africa, these were insufficient to overcome losses elsewhere. As efforts to incorporate Realme into Oppo continue, the combined share reached 11% in 2025, securing fourth position in the global market.
Notable Growth from Other Brands
Beyond the top five brands, Nothing and Google recorded impressive growth in 2025. Nothing achieved 31% growth compared to the previous year, while Google saw 25% growth.
