Counterpoint: Global Smartphone Shipments to Grow 2% Year-on-Year in 2025, Apple Tops Market Share at 20%
Market research firm Counterpoint Research reported on Monday that global smartphone shipments will increase by 2% year-on-year in 2025, driven by robust demand in emerging markets and sustained economic growth momentum.
Counterpoint analyst Varun Mishra noted that Apple leads the industry with a 20% market share, the highest among the top five brands. This achievement stems from robust demand in emerging and mid-tier markets, coupled with strong sales of the iPhone 17 series.
The agency indicated that to circumvent tariff impacts, manufacturers stockpiled inventory early in 2025, boosting shipments initially. However, this effect gradually diminished throughout the year and did not significantly impact shipments in the second half.
Samsung ranked second with a 19% market share, achieving moderate shipment growth. Xiaomi secured third place with a 13% share, supported by stable demand in emerging markets.
Tarun Pathak, Research Director at Counterpoint, forecasts that the global smartphone market may face downward pressure in 2026. This stems from chip manufacturers prioritizing capacity for AI data centers over the mobile sector, which will lead to a shortage of mobile chips. Combined with rising component costs, this will further constrain market growth.