Apple tops global smartphone market amid modest 2025 growth
Apple held a 20% share of the global market, achieving 10% year-on-year growth, supported largely by robust demand in smaller markets and developing economies. Samsung ranked second with a 19% share, while Xiaomi came third at 13%.
“In 2025, the smartphone market continued its gradual shift toward higher price tiers, driven by consumers upgrading to premium devices. Concurrently, demand for 5G handsets rose sharply across developing regions. Tariff-related concerns prompted OEMs to front-load shipments in H1, but as the year advanced, the impact of tariffs proved milder than anticipated, curbing their influence on H2 volumes,” said Counterpoint Research director Tarun Pathak.
Pathak noted that growth was uneven across regions, with markets such as Japan, the Middle East and Africa, and parts of Asia-Pacific balancing weaknesses in mature markets.
Looking ahead to 2026, Pathak expects global smartphone sales to decline due to supply shortages and rising component costs. He explained that the surge in AI-related data centers has increased chip demand, prompting semiconductor companies to prioritize server memory over memory for smartphones and computers.
“Against this backdrop, we have revised our forecast for 2026 by reducing shipment estimates by 3%. Though the supply crunch will weigh on shipments, Apple and Samsung are likely to remain resilient, supported by stronger supply chain capabilities and premium market positioning, whereas Chinese OEMs concentrated in lower price segments will face greater pressure,” he added.
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