In 2025, the global smartphone market grew by 2 percent year-on-year, reaching a total of 1.26 billion shipments. This growth was primarily driven by a surge in premiumization — where consumers opted for higher-end devices — and a recovery in emerging markets, Omdia report said.
Apple reclaimed its position as the world’s leading vendor for the third consecutive year, capturing a 20 percent market share with a record 240.6 million units shipped. Its success was fueled by the launch of the iPhone 17 series, which saw particularly high demand in Southeast Asia, Japan, and Mainland China, where Apple posted a 26 percent growth in the final quarter.
Samsung followed closely in second place with a 19 percent share, marking a significant rebound after three years of decline. Samsung’s 7 percent annual growth was supported by a standout fourth quarter and resilient demand for the flagship Galaxy S25 and foldable lineups, alongside a recovery in its mass-market Galaxy A-series.
Xiaomi solidified its third-place ranking with a 13.1 percent share. Despite a minor 2 percent annual shipment decline caused by softness in the entry-level segment, the company successfully pivoted toward premium growth and its AIoT ecosystem.
Vivo claimed the fourth spot for the first time, growing 4 percent to 105.3 million units due to robust momentum in India and China.
OPPO rounded out the top five with roughly 8 percent of the market (100.7 million units). While its annual volume was down 3 percent, OPPO ended the year on a growth note with its new A6x models and is expected to strengthen its 2026 position by bringing the Realme brand back under its immediate umbrella.
Beyond the top five, several vendors showed notable resilience:
Transsion (Tecno, Infinix, and itel) remained a dominant force in Africa and South Asia with a share near 9 percent.
Honor and Lenovo reached record highs, growing 11 percent and 6 percent respectively through rapid geographic expansion.
Huawei made a major comeback by reclaiming the top spot in Mainland China for the first time in five years.
Nothing was the year’s fastest-growing vendor, with shipments surging 86 percent to surpass 3 million units.
Google saw significant gains driven by the success of its AI-integrated Pixel 9 series.
Market Outlook for 2026
While 2025 was a year of recovery, the outlook for 2026 is cautious due to supply-side pressures. Shortages in DRAM and NAND flash memory are expected to drive up component costs, which may squeeze margins and lead to price hikes for consumers, Runar Bjorhovde, Senior Analyst at Omdia, said.
Vendors focusing on the premium smartphone segment and those with agile supply chains — such as Apple and Samsung — are expected to remain the most resilient as the market shifts focus toward profitability and advanced AI capabilities.
BABURAJAN KIZHAKEDATH
