Counterpoint Research reports Apple overtook Samsung as the world's top smartphone vendor in 2025 with 20% market share, while global shipments grew just 2% amid shifting upgrade cycles and component challenges.
New data from Counterpoint Research confirms a significant shift in the global smartphone market: Apple surpassed Samsung to become the world's top smartphone vendor in 2025. The iPhone maker captured 20% of all shipments - meaning one in five smartphones shipped globally carried the Apple logo - while Samsung settled into second place despite posting 5% annual growth.
The broader market showed modest improvement, with global shipments increasing 2% year-over-year. This marks the second consecutive year of growth following pandemic-era disruptions. Counterpoint analysts attribute Apple's 10% shipment growth to strong performance of both the iPhone 16 in markets like Japan, India, and Southeast Asia, and robust demand for the newer iPhone 17 series. The delayed upgrade cycle from COVID-era purchases created a wave of replacement demand throughout 2025.
Samsung maintained competitiveness through its Galaxy S25 series and Galaxy Z Fold7, which outperformed previous generations in the premium segment. The company's mid-range Galaxy A-series also drove volume growth. Xiaomi held steady in third place with 13% market share, supported by strong results in South America and Southeast Asia.
The most notable shift came in the fourth and fifth positions, where vivo's 3% growth propelled it past Oppo, which saw shipments decline 4%. Counterpoint notes vivo gained traction in India while Oppo faced intense competition in China and wider Asia-Pacific markets.
Beyond the top five, specialty brands showed impressive momentum. Nothing's shipments surged 31% while Google grew 25%, indicating continued appetite for differentiated Android experiences.
Looking ahead, Counterpoint warns of potential headwinds. Research Director Tarun Pathak stated: "The global smartphone market is set to soften in 2026 amid DRAM/NAND shortages and rising component costs, as chipmakers prioritize AI data centers over smartphones." The firm has revised its 2026 forecast downward by 3%, anticipating price increases as manufacturers absorb higher component costs.
This leadership shift underscores how pandemic-induced upgrade patterns continue reshaping the mobile landscape, while emerging component constraints highlight the industry's complex supply chain dependencies.
Comments
Please log in or register to join the discussion