Catenaa, Wednesday, January 21, 2026-Apple led the global smartphone market in 2025, capturing a record 25% share of fourth-quarter shipments, while overall global smartphone shipments rose 2% year-on-year, according to Counterpoint Research.
Samsung followed with 17% market share, retaining second place, while Xiaomi, Vivo, and Oppo rounded out the top five.
The year marked a continued shift toward premium devices, with strong consumer demand for high-end smartphones and 5G handsets in developing regions driving growth.
Counterpoint noted that uneven regional performance helped offset weak demand in mature markets, with Japan, the Middle East, Africa, and select Asia-Pacific countries contributing to positive results.
Although overall shipments grew modestly, Q4 2025 ended softer than expected, increasing just 1% year-on-year due to inventory built up in prior quarters.
Despite this, the market achieved its second consecutive year of growth after several years of stagnation caused by macroeconomic pressures and market saturation.
Among individual vendors, Samsung increased shipments despite losing the top spot, Xiaomi remained largely flat, Vivo grew by 3%, and Oppo posted a decline while maintaining an 8% share.
Analysts highlighted that tariff concerns influenced first-half shipments but had a limited impact on the latter half of the year.
Looking ahead, Counterpoint expects 2026 to face challenges, including rising DRAM and NAND prices, component shortages, and AI-driven chip demand, which could suppress smartphone production and push prices higher.
Apple and Samsung are expected to remain resilient due to premium positioning and stronger supply chains, while Chinese OEMs focused on lower-price segments may face greater pressure.
