Apple emerged as the world’s top smartphone vendor in 2025, narrowly overtaking Samsung as global shipments rose modestly during the year, according to new data from Counterpoint Research.
The iPhone maker captured a 20% share of global smartphone shipments, the largest among the top five brands, driven by strong demand in emerging and mid-sized markets and solid sales of its iPhone 17 series, Counterpoint analyst Varun Mishra said.
Samsung ranked second with a 19% market share, posting modest shipment growth but falling just behind Apple in the annual rankings. The South Korean company continued to benefit from its broad product portfolio, though competition intensified in key growth markets.
Xiaomi placed third with a 13% share, supported by steady demand across emerging economies, where price-sensitive consumers continued to favour its devices.
Overall, global smartphone shipments grew 2% year-on-year in 2025, helped by improving economic momentum in emerging markets. Counterpoint said manufacturers pushed shipments earlier in the year to get ahead of potential tariffs, though the impact eased as the year progressed, leaving second-half volumes largely stable.
Looking ahead, the research firm warned that the competitive landscape could tighten further in 2026. Rising component costs and potential chip shortages may weigh on shipments, as semiconductor manufacturers increasingly prioritise artificial intelligence data centres over smartphone production, Counterpoint research director Tarun Pathak said.
