Global smartphone shipments showed a steady recovery in 2025, with overall volumes rising by 2% year-on-year. This marked the second consecutive year of growth as brands increased shipments to stores and warehouses. The rise was supported by strong demand for premium devices, better access to financing options, and faster adoption of 5G smartphones in emerging markets. The data is based on “sell-in” numbers, which reflect shipments by manufacturers and not final sales to consumers.
Apple emerged as the largest smartphone brand globally in 2025 with a 20% market share. The company also recorded a 10% year-on-year growth, which was the highest among the top five brands. Analysts linked this performance to Apple’s expanding presence in emerging and mid-sized markets. The iPhone 17 series gained momentum in the fourth quarter of 2025, while the iPhone 16 continued to see strong demand in India, Japan, and Southeast Asia.
Samsung secured the second position with a 19% market share and a 5% year-on-year growth. Its performance was driven by solid demand for the Galaxy A series in the mid-range segment, as well as strong traction for the Galaxy Fold 7 and the Galaxy S25 series in the premium category. Both models outperformed their previous versions. Japan stood out as a key market for Samsung during the year.
Xiaomi retained third place in the global smartphone market with a stable 13% share, backed by its premiumisation strategy, balanced smartphone portfolio and steady demand in emerging regions. Vivo and Oppo each captured 8% of global smartphone shipments, with Vivo taking fourth place due to a 3% year on year growth. Vivo benefited from a streamlined smartphone line-up and focus on high value upgrades and mid tier demand. Oppo slipped to fifth after a 4% decline caused by weak demand and rising competition in China and Asia Pacific markets. Despite this, Oppo recorded smartphone growth in India and the Middle East and Africa region. With the integration of Realme, Oppo’s combined smartphone shipment share would rise to 11%.
Outside the top five, Nothing and Google delivered strong growth of 31% and 25% respectively in 2025.
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