Apple tops global smartphone market in 2025 with 20 % share, Counterpoint says

Apple tops global smartphone market in 2025 with 20 % share, Counterpoint says is profiled by BTW Media because public-source evidence links it to internet infrastructure, governance, operational dependencies, or market visibility.

• Apple captured a 20 % share of the global smartphone market in 2025, the highest among major manufacturers, buoyed by strong demand for its iPhone 17 series. 
• The broader smartphone market grew modestly but faces potential headwinds in 2026 due to chip shortages and rising component costs. 

What happened: Apple leads amid modest market growth

Global smartphone shipments increased by 2 % year-on-year in 2025, driven by stronger demand and economic momentum in emerging markets, according to Counterpoint Research. Apple emerged as the market leader with a 20 % share, the largest among the top five brands, buoyed by solid demand for its iPhone 17 series and growth in mid-sized and developing regions. 

Samsung followed closely with a 19 % share, showing modest shipment growth, while Xiaomi took third place with a 13 % share, supported by steady demand in emerging markets. Early in 2025, smartphone vendors advanced shipments to mitigate the impact of anticipated tariffs, but that effect diminished as the year progressed, leaving second-half volumes largely unchanged. 

The data reflects a broader, though moderate, expansion in the smartphone industry: this was the second consecutive yearof global shipment growth, albeit at a slower pace than earlier cycles. The trend suggests continued consumer interest in premium devices and 5G upgrades in key markets, even as average price tiers rise and competition intensifies. 

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Why it’s important

Apple’s leadership in 2025 underscores the company’s resilience and ability to capitalise on global demand for premium smartphones. Its success was not only in sheer share but also in shipment growth, outpacing rivals with double-digit increases as consumers upgrade older devices. However, market share figures — while significant — are one measure of performance; revenue, profitability and regional performance can paint a more nuanced picture of competitive strength.

For Samsung and other Android makers such as Xiaomi, maintaining relevance in price-sensitive markets remains critical. Their positions in second and third place reflect sustained demand outside mature markets, though growth rates lag behind Apple’s.

Looking ahead, Counterpoint cautions that 2026 could see market softness, with planned growth threatened by global chip shortages and rising component costs as chipmakers prioritise artificial-intelligence data centre demand over handset components. Such constraints may squeeze manufacturers’ margins or slow new device rollouts, raising questions about how resilient the current growth trend will be.

Another area for scrutiny is regional performance: global share does not reveal local variances. For instance, Apple’s position in China and other major markets can fluctuate sharply quarter to quarter, influenced by local competition and pricing dynamics — even if overall global data shows dominance.