Apple Inc. led global smartphone shipments in 2025, capturing a 20% market share and overtaking Samsung for the first time in over a decade, according to data from Counterpoint Research. Samsung followed closely with a 19% share, but its shipment growth of 5% trailed Apple's 10% surge. The overall global smartphone market grew by 2% for the second consecutive year, signaling a continued recovery.
Apple's dominance was particularly pronounced in the fourth quarter of 2025, where it achieved a record 25% market share. Strong performance was driven by the successful launch of the iPhone 17 series, which gained significant traction, and sustained demand for the iPhone 16 in key regions like Japan, India, and Southeast Asia. This growth was partly fueled by replacement demand from users who purchased devices during the COVID-19 pandemic.
While Samsung's Galaxy Fold7 and S25 series performed well in premium segments, the company faced weaker demand in Latin America and Europe, offsetting gains elsewhere. Xiaomi maintained third place with a 13% share, supported by strength in Southeast Asia and Latin America. Vivo saw a 3% increase, but OPPO's shipments fell by 4%. The merger of OPPO and realme created a combined entity with an 11% market share, placing it fourth.
Looking ahead, Counterpoint Research warns of potential supply challenges in 2026, citing rising prices for DRAM and NAND chips. Research Director Tarun Pathak noted, "Phone prices are already rising, and chipmakers are focusing more on AI data centers." While Apple and Samsung are expected to weather the pressure due to stronger supply chains, lower-tier manufacturers targeting price-sensitive markets may struggle. Consequently, Counterpoint has lowered its 2026 global shipment forecast by 3%.
