Apple Overtakes Samsung with 20% Global Smartphone Share in 2025

TLDR

• Apple led global smartphone shipments in 2025 with a 20 percent market share.
• Samsung followed in second place with a 19 percent share and slower shipment growth.
• Total global smartphone shipments grew by 2 percent for the second consecutive year.
• Apple reached a record 25 percent market share in the fourth quarter of 2025.
• The iPhone 17 and iPhone 16 models performed strongly across Asia and other key regions.

Apple shipped more smartphones than any other brand in 2025, capturing 20% of the global market, according to Counterpoint Research. Samsung followed closely with a 19% share, yet its growth trailed behind Apple, which saw a 10% rise. The overall market recorded 2% growth, marking a second year of global recovery.

Apple leads the global market with record Q4

Apple secured the top spot for 2025, shipping more units globally than any competitor, and outperforming in both growth and market share. Samsung ranked second with a 5% growth, while Apple’s 10% surge widened the gap throughout the year. Counterpoint confirmed, “The iPhone 17 series gained traction in Q4 following its successful launch.”

In the last quarter, Apple held 25% of the global smartphone market, marking its best quarter ever by shipment share. The iPhone 16 also drove strong sales in Japan, India, and Southeast Asia, which supported growth. This performance aligned with replacement demand from users who bought devices during the COVID period.

Samsung’s Galaxy Fold7 and S25 series showed better performance than their predecessors, especially in premium segments. However, Samsung faced low demand in Latin America and Europe, which offset gains in Japan and other steady markets. Samsung maintained its second-place position but closed the year behind Apple in both units and growth.

Xiaomi, OPPO, and Vivo balance regional demand shifts

Xiaomi remained third with a 13% market share, supported by strong performance in Southeast Asia and Latin America. Its strategy of offering a blend of mid-range and high-end phones helped stabilize annual shipments. The brand retained momentum across its primary regional markets without sharp declines.

Vivo followed with a 3% yearly increase, aided by strong offline sales across India and a focused product approach. Meanwhile, OPPO’s shipments dropped by 4%, reflecting weak sales in China and parts of Asia. The brand saw mixed results in the Middle East and India but couldn’t offset its overall decline.

OPPO’s merger with realme created a combined market share of 11%, positioning them just behind Xiaomi. This restructuring placed the combined entity in fourth place, based on annual shipment share. Both brands aim to recover through shared operations and broader geographic strategies.

Apple and Samsung face 2026 supply concerns

Counterpoint Research warned that 2026 may present supply challenges, especially due to rising prices of DRAM and NAND chips. Research Director Tarun Pathak said, “Phone prices are already rising, and chipmakers are focusing more on AI data centers.” Apple and Samsung are expected to weather the pressure with stronger supply chains.

Other brands may face higher risk in 2026, particularly those targeting price-sensitive markets. Lower-tier manufacturers could struggle to maintain shipments as part costs continue to climb. The impact could affect global availability of mid-range and budget devices.

Outside the top five, Nothing recorded 31% annual growth, while Google posted 25%, both with smaller but expanding shares. Their progress signals shifting consumer interest in alternative options beyond dominant players. However, their market share remains limited when compared to Apple and Samsung.

Counterpoint lowered its 2026 shipment forecast by 3%, citing early signs of disruption in the supply chain. Manufacturers began adjusting expectations as sourcing materials became more difficult and expensive.

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