Apple emerged as the market leader, capturing a 20% global share—the largest among the top five smartphone brands. The performance was driven by resilient demand in emerging and mid-sized markets, alongside strong sales of the iPhone 17 series, which continued to attract both first-time buyers and upgrade customers, Counterpoint analyst Varun Mishra said.
Samsung followed closely in second place with a 19% market share, recording modest shipment growth over the year. Xiaomi ranked third with a 13% share, supported by steady demand in price-sensitive emerging markets where its competitively priced devices remain popular.
The research firm noted that smartphone manufacturers accelerated shipments earlier in the year as a precautionary measure to mitigate potential tariff impacts. However, this front-loading effect diminished as the year progressed, leaving shipment volumes in the second half of 2025 largely unchanged.
Despite the year’s growth, the outlook for 2026 appears more challenging. Counterpoint expects the global smartphone market to soften amid tightening supply conditions, rising component costs and ongoing chip shortages. According to research director Tarun Pathak, semiconductor manufacturers are increasingly prioritising chips for artificial intelligence data centres, potentially constraining supply for smartphone production and putting pressure on handset makers in the year ahead.
The findings underscore a market that is recovering gradually, with growth increasingly dependent on emerging economies, even as structural challenges threaten to limit momentum in the near term.