Global smartphone shipments climbed 2 percent year-on-year in 2025, underpinned by robust demand and growing economic momentum in emerging markets, according to Counterpoint Research.
Strong Growth in Emerging Markets
Emerging markets have proven pivotal in advancing global smartphone sales, as consumers in these regions continue to drive demand. This growth, bolstered by sustained economic activity, has been a key catalyst in the 2 percent increase seen during 2025.
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Market Leaders and Strategic Shifts
Apple maintained its leadership with a commanding 20 percent market share, buoyed by strong performance across emerging and mid-sized markets and robust sales of its iPhone 17 series. Samsung secured the second position with a 19 percent share, marking modest shipment gains. Meanwhile, Xiaomi, with a 13 percent market share, continued to capitalize on steady demand in emerging markets. Each brand’s ability to anticipate and adjust to market challenges has proven decisive.
Supply Chain and Future Outlook
Manufacturers strategically accelerated shipments earlier in the year to preempt potential tariff impacts, although this effect diminished as 2025 progressed. Looking ahead, the global smartphone market appears poised for a slowdown in 2026. Contributing factors include persistent chip shortages and rising component costs, as chipmakers increasingly prioritize investments in AI data centers over handset production. As noted by Counterpoint Research Director Tarun Pathak, these shifts may temper future growth prospects. For broader context on market dynamics, see insights from Reuters.
