Apple claims 20% market share, pulling ahead of Samsung and Xiaomi in 2025 smartphone race

Apple, Samsung, and Xiaomi led the global smartphone market in 2025 as worldwide shipments rose 2% year on year, according to Counterpoint Research.

The shipment growth was driven by strong demand for premium devices and rising adoption of 5G in emerging markets, with the iPhone maker emerging as the clear frontrunner with a 20% market share and 10% year-on-year shipment growth.

Apple’s momentum

Apple’s performance was fueled by robust sales of the iPhone 17 series and sustained demand for the iPhone 16 in key markets such as Japan, India, and Southeast Asia. “Apple’s growth in 2025 reflects expanding reach in mid-sized and emerging markets, alongside a strengthened product mix,” said Counterpoint analyst Varun Mishra.

Samsung held the second spot with a 19% share, posting a modest 5% year-on-year increase. Growth was supported by the Galaxy A series in the mid-range segment, as well as continued traction for its premium Galaxy S and Z series.

Xiaomi secured third place with a 13% share, maintaining stable shipments through its premiumization strategy, steady demand in emerging markets, and effective channel management, particularly in Latin America and Southeast Asia.

Despite the overall growth, Counterpoint noted uneven regional performance. Strong momentum in Japan, the Middle East, Africa, and select Asia-Pacific markets helped offset weaker demand in mature markets. Early-year shipment acceleration to circumvent tariffs also eased as 2025 progressed, leaving second-half volumes largely unchanged.

Cautious outlook

Other notable performers included vivo, which grew 3% year on year, and OPPO, which fell 4% due to weak demand in China and APAC, though its combined entity with realme is expected to reach 11% global share in 2025. Other players such as Nothing and Google posted significant gains, rising 31% and 25% YoY, respectively.

Looking ahead, Counterpoint Research warned that the global smartphone market may soften in 2026. Chip shortages, rising component costs, and a shift in production focus toward AI data centers could constrain growth, particularly for Chinese OEMs targeting lower-price segments. Nevertheless, Apple and Samsung are expected to remain resilient due to premium positioning and strong supply chains.

“While shipments are set to face headwinds next year, the premium market and strategic supply chain management will help leading players maintain their momentum,” said Research Director Tarun Pathak.

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Nathaniel Alexander Abaño

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