Counterpoint Research reports a 2% rise in global smartphone shipments in 2025. Apple tops Samsung with ~20% share, Xiaomi third, as upgrades revive demand.
© A. Krivonosov
In 2025, the global smartphone market began to pull out of a prolonged slump. According to Counterpoint Research, worldwide shipments rose 2% year over year—the first clear sign of stabilization after several challenging years. Analysts link the turnaround to recovering demand across a number of regions and a gradual return to device upgrades.
Against that backdrop came a notable power shift. For the first time in years, Apple took the top spot worldwide by smartphone shipments, edging past Samsung. Apple’s share for 2025 was about 20% of the global market, while Samsung finished second at roughly 19%. It’s a meaningful change, considering Samsung’s long-standing hold on the lead.
Analysts attribute Apple’s momentum to steady iPhone demand in key countries. Even with the market growing only modestly, the company managed to lift shipments while many competitors moved more cautiously. That was enough to nudge Apple ahead, despite the narrow margin.
Samsung, despite ceding first place, remains one of the industry’s anchor players. It still ships nearly one in five smartphones worldwide, supported by a wide lineup and strong positions across price tiers. In 2025, however, its growth ran slightly behind Apple’s, which ultimately flipped the ranking.
Xiaomi held on to third with a share of around 13%. Below the top trio, the market remains highly fragmented: dozens of brands split nearly half of all shipments, each playing a significant role in specific regions and niches. If anything, 2025 showed that even modest growth can quietly rearrange the leaderboard.