- According to Counterpoint Research, global smartphone shipments increased by 2% year over year in 2025. (Reuters)
- According to Counterpoint, Apple topped the market with a 20% share, just edging out Samsung at 19% and Xiaomi at 13%. (Reuters)
- Tarun Pathak from Counterpoint noted that the market is likely to weaken in 2026 due to chip shortages and increased component prices, as chipmakers focus on AI data centers. (Reuters)
Apple closed out 2025 as the leading smartphone brand worldwide, capturing a 20% slice of the global market, according to data from Counterpoint Research. Their latest figures reveal the smartphone market itself expanded by 2% compared to the previous year. (Reuters)
It’s not a breakout year, but a 2% increase carries weight. That figure might seem modest until you consider how closely the phone market depends on component availability, carrier deals, and current consumer spending power. (Reuters)
Counterpoint highlighted rising demand and better momentum in emerging markets as key drivers behind the shipment increase. Reuters added that Apple’s growth was supported by strong demand in both emerging and mid-sized markets. Simply put, the growth is happening where most of the volume remains. (Reuters)
Just to clarify, “shipments” refer to phones delivered to retailers and distributors, not the number of devices actually activated by users. Despite that, it remains a key indicator for gauging demand and spotting which brands are gaining market share. (Reuters)
According to Counterpoint’s rankings, Samsung trailed Apple slightly, grabbing a 19% share amid what Reuters called modest shipment growth. Xiaomi came in third with 13%, buoyed by consistent demand across emerging markets. (Reuters)
Timing noise also appeared in the 2025 figures. Counterpoint noted that manufacturers accelerated shipments early in the year to beat tariffs, but that push diminished as the year progressed, resulting in second-half volumes being “largely unaffected,” Reuters reported. (Reuters)
Beyond the leaders, the rise of smaller brands is catching eyes. Android Police, referencing Counterpoint’s data, reported that Google’s Pixel phones jumped 25% year-over-year in 2025 — not enough to shake up global market share drastically, but a clear sign of upward momentum in a tough segment where any growth counts. (Android Police)
Counterpoint analyst Varun Mishra credited Apple’s dominance to “strong sales of the iPhone 17 series” and rising demand in emerging and mid-sized markets, Reuters reported. This stands out since Android brands usually find it easier to maintain volume in those regions. (Reuters)
The bigger question isn’t who took the lead in 2025 — it’s what follows. According to Counterpoint research director Tarun Pathak, the global smartphone market is likely to weaken in 2026 due to chip shortages and climbing component prices, with chipmakers focusing more on AI data centers than on handsets. (Reuters)
That forecast carries genuine uncertainty. Terms like “chip shortages” and “rising component costs” vary widely depending on which components tighten up first, how quickly suppliers can scale production, and how fiercely phone manufacturers defend their margins versus maintaining price levels. (Reuters)
To sum up: 2025 closed out with modest growth and Apple holding a slim lead at the top. The upcoming quarters will reveal if this rebound continues, or if the AI surge driving data centers will ultimately put pressure on the smartphone market. (Reuters)
