Apple tops global smartphone market in 2025

Global smartphone shipments increased by 2% year-on-year in 2025, driven by improving economic conditions and stronger consumer demand across emerging markets.

According to a report by Counterpoint Research, Apple emerged as the market leader, capturing a 20% global share, the largest among the top five smartphone brands.

 The growth was supported by healthy demand in emerging and mid-sized markets, along with strong sales of the iPhone 17 series. 

Counterpoint analyst Varun Mishra said Apple’s broad product lineup and expanding reach helped it maintain its leading position throughout the year.

Manufacturers also moved shipments forward earlier in 2025 to reduce potential exposure to tariffs. 

However, Counterpoint noted that the impact of this strategy eased as the year progressed, leaving shipment volumes in the second half largely stable.

Samsung ranked second with a 19% market share, recording modest shipment growth during the year. 

Xiaomi followed in third place with a 13% share, supported by consistent demand in price-sensitive emerging markets.

Counterpoint research director Tarun Pathak has warned that chip shortages and rising component costs could slow growth, as semiconductor makers increasingly prioritise AI data centre demand over smartphone production.