Global smartphone shipments grew 2 percent year on year in 2025, supported by improving economic momentum and stronger consumer demand in emerging markets, according to Counterpoint Research. The modest recovery signals stabilization for the handset industry after several years of volatility caused by inflationary pressures, supply chain disruptions, and cautious consumer spending.
Apple emerged as the market leader in 2025, capturing a 20 percent share of global smartphone shipments, the highest among the top five brands. The company benefited from robust demand in emerging and mid-sized markets, alongside strong sales of its iPhone 17 series. Counterpoint analyst Varun Mishra said Apple’s performance was driven by an expanding presence beyond traditional premium markets, with growing acceptance of its devices across a wider range of price-sensitive regions.
Samsung ranked second with a 19 percent market share, recording modest shipment growth during the year. The South Korean electronics giant maintained its position through a balanced portfolio across premium, mid-range, and entry-level smartphones. However, its growth remained limited compared with some rivals, reflecting intense competition and slower replacement cycles in developed markets.
Chinese smartphone maker Xiaomi secured third place with a 13 percent share of global shipments. Xiaomi continued to benefit from steady demand in emerging markets, where its competitively priced devices and broad distribution network supported volumes. The brand’s focus on value-driven smartphones helped it maintain momentum despite pricing pressures across the industry.
Counterpoint noted that several smartphone manufacturers pulled forward shipments early in 2025 in anticipation of potential tariffs. This led to a temporary boost in volumes during the first half of the year. However, the impact faded as the year progressed, with second-half shipments remaining largely unaffected. This suggests that the front-loading strategy helped smooth supply risks without significantly distorting full-year shipment trends.
Emerging markets played a central role in supporting global smartphone growth in 2025. Improving macroeconomic conditions, easing inflation in some regions, and rising smartphone penetration contributed to higher demand across Asia, Latin America, the Middle East, and parts of Africa. In contrast, mature markets such as North America and Western Europe continued to see slower growth due to longer device replacement cycles and limited incremental innovation.
Looking ahead, Counterpoint expects the global smartphone market to soften in 2026. Research director Tarun Pathak warned that chip shortages and rising component costs could weigh on shipments next year. Semiconductor manufacturers are increasingly prioritizing artificial intelligence data centers over consumer electronics, which could constrain the supply of chips for smartphones.
Higher component prices, combined with supply limitations, may put pressure on smartphone makers’ margins and limit their ability to drive volume growth. As a result, the industry may see a renewed focus on profitability, premiumization, and software-led differentiation rather than aggressive shipment expansion.
Overall, while 2025 marked a return to modest growth for the global smartphone market, the outlook for 2026 remains cautious as structural challenges around supply, costs, and shifting semiconductor priorities continue to reshape the industry.