2025 Smartphone Market Results: Apple Leads, Samsung Shows Great Results, and Xiaomi Demonstrates Stability

Analytical agency Counterpoint Research summed up the results of the global smartphone market for 2025. According to the report, global shipments grew by 2% year-on-year, which became a sign of the industry’s gradual recovery after difficult previous years. The growth was driven by emerging markets, where economic improvement stimulated demand for device upgrades.

What is known

Apple became the largest smartphone manufacturer at the end of 2025, taking the first place with 20% of the global market, surpassing Samsung in gadget shipments for the first time since 2011.

This result was achieved thanks to record sales of the iPhone 17 series, the strong popularity of the previous lineup maintained throughout the year, and high demand for Apple products in developing and mid-sized markets.

Counterpoint analysts note that Apple has become the fastest-growing brand among the top 5.

Samsung ranks second with a 19% market share. The company showed confident growth in shipments with the main success factors being the popularity of the budget Galaxy A series smartphones, stable flagship sales, including foldable models, and wide presence in Asia-Pacific and Middle East and Africa markets.

Xiaomi, as in the previous year, took third place with a 13% share of the global market. The Chinese brand achieved this result due to strong positions in the mid-price segment and steady demand for Xiaomi smartphones and its sub-brands in developing countries.

Analysts specifically mentioned Nothing and Google, whose sales increased by 31% and 25%, respectively.

Despite growth in 2025, Counterpoint warns of a possible market slowdown in 2026. The main reasons for this will be chip shortages, increased component costs, and consequently, the rising prices of electronics.

Source: Counterpoint Research