Apple Leads 2025 Smartphone Shipments

Apple Inc. emerged as the global smartphone market leader in 2025, capturing a 20% share of worldwide shipments, according to preliminary estimates from Counterpoint Research. This marks the second consecutive year of growth for the global smartphone market, which saw a 2% year-on-year increase. Apple Inc.'s success was driven by strong demand for its iPhone 17 and iPhone 16 series, particularly in emerging and mid-sized markets like India, Japan, and Southeast Asia. Samsung Electronics followed in second place with a 19% market share, while Xiaomi secured third with 13%. Vivo and Oppo ranked fourth and fifth, respectively, with Oppo experiencing a decline due to weak demand in China. The market's shift towards premium devices and increased 5G adoption in developing regions contributed to the overall growth. However, Counterpoint Research analysts, including Varun Mishra, Shilpi Jain, and Tarun Pathak, issued a cautious outlook for 2026, anticipating a slowdown due to chip shortages and rising component costs, as chipmakers prioritize AI data centers over handsets.