Apple (AAPL) Stock: Takes 20% Global Smartphone Market Share in 2025

TLDR

• Apple secured 20% global smartphone market share in 2025, beating all competitors
• iPhone 17 series and strong emerging market demand powered Apple’s market leadership
• Samsung ranked second with 19% share while Xiaomi captured 13% of global shipments
• Apple reports Q1 Fiscal 2026 earnings January 29 with $2.67 EPS expected
• Counterpoint warns 2026 smartphone market faces chip shortages and rising costs

Apple claimed the top position in global smartphone sales for 2025 with a 20% market share, according to Counterpoint Research. The company beat all competitors in a year when global shipments grew just 2%.

Apple Inc., AAPL

The iPhone 17 series drove much of Apple’s success. Strong demand from emerging and mid-sized markets helped the company capture the largest share among the top five smartphone makers.

Samsung placed second with 19% market share. Xiaomi took third with 13%, supported by steady demand in emerging markets.

Apple’s market leadership comes just weeks before the company reports earnings. Q1 Fiscal 2026 results drop on January 29.

Wall Street expects Apple to post $2.67 earnings per share, up 11% year-over-year. Revenue forecasts point to $137.41 billion, a 10.5% increase from last year.

Market Growth and Competitive Landscape

Global smartphone shipments rose 2% in 2025. Improved economic conditions in emerging markets supported the modest gain.

Apple’s 20% share gave it a one-percentage-point lead over Samsung. The gap between first and second place remained tight throughout the year.

Many manufacturers rushed shipments early in 2025 to avoid potential tariffs. This created a temporary boost in first-half volumes.

The effect faded by mid-year. Second-half shipment volumes stayed largely flat as the early rush subsided.

Outlook for 2026

Counterpoint predicts a softer smartphone market in 2026. Chip shortages will likely limit production capacity.

Component costs are rising across the industry. Chipmakers are prioritizing AI data centers over smartphone chips, which could tighten supply further.

Higher costs may push device prices up or squeeze manufacturer profit margins. The supply constraints present challenges for all smartphone makers.

Analyst Ratings and Price Targets

Analysts maintain a Moderate Buy rating on Apple stock. The consensus includes 19 Buy ratings, 11 Hold ratings, and two Sell ratings from the past three months.

The average price target sits at $299.49 per share. This implies 15.47% upside potential from current levels.

Apple proved it can gain market share even in a slow-growth environment. The company’s 2025 performance shows continued strength in key markets, with the iPhone 17 series resonating with buyers in emerging regions where smartphone demand remains steady.

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