Global smartphone shipments posted modest growth in 2025, according to preliminary data from Counterpoint Research. Shipments increased by 1% year on year in the final quarter, while full-year shipments rose 2%, marking the second consecutive year of expansion for the industry.
But at least we had an upset in smartphone maker rankings after years.
Apple emerged as the world’s largest smartphone maker in 2025, capturing a 20% global market share. This means one out of every five smartphones shipped during the year carried the Apple logo. Among the top five manufacturers, Apple recorded the fastest growth, with shipments rising 10% from the previous year.
Counterpoint said older iPhone 16 models continued to perform well in Japan, India, and Southeast Asia, while demand for the newer iPhone 17 lineup gained momentum. The firm attributed Apple’s strong year in part to a delayed upgrade cycle caused by the COVID period, which pushed many consumers to replace older devices in 2025.
Samsung finished the year in second place, posting 5% annual shipment growth. Counterpoint said sales of the Galaxy S25 series and the Galaxy Z Fold7 outperformed their predecessors, strengthening Samsung’s position in the premium segment.
At the same time, rising demand for the Galaxy A-series supported growth in the mid-range category, helping Samsung maintain overall momentum despite losing the top spot.
Xiaomi retained third place globally with a stable 13% market share. South America and Southeast Asia were identified as the company’s strongest regions during the year.
vivo grew shipments by 3% and moved ahead of Oppo, which saw shipments decline 4%. Counterpoint said vivo benefited from strong demand in India, while Oppo faced intense competition in China and across the Asia-Pacific region.
Outside the top five, Counterpoint highlighted strong growth from Nothing and Google. Nothing’s smartphone shipments rose 31% in 2025, while Google posted 25% growth over the same period.
Looking ahead, Counterpoint warned that the industry’s growth streak may come under pressure in 2026. Research Director Tarun Pathak said the market is expected to soften due to DRAM and NAND shortages and rising component costs, as chipmakers prioritize AI data center demand over smartphones.
Pathak added that smartphone price increases are already starting to appear and said Counterpoint has revised its 2026 forecast downward, cutting expected global shipments by 3%.
