Apple Leads Global Smartphone Market
Apple held a 20% global market share, achieving 10% year-on-year growth. Much of its success stemmed from heightened demand in smaller and developing economies.
South Korea’s Samsung followed closely with a 19% share, while China’s Xiaomi ranked third at 13%.
"In 2025, the smartphone market continued its gradual shift toward higher price tiers, driven by consumers upgrading to premium devices. Concurrently, demand for 5G handsets rose sharply across developing regions.
Tariff-related concerns prompted OEMs to front-load shipments in H1, but as the year advanced, the impact of tariffs proved milder than anticipated, curbing their influence on H2 volumes," explained Tarun Pathak, research director at Counterpoint Research.
He noted that growth was uneven across regions, with markets such as Japan, the Middle East and Africa, and parts of Asia-Pacific balancing out weaker performance in mature economies.
Looking ahead, Pathak cautioned that global smartphone sales are expected to decline this year.
He attributed this forecast to supply shortages and rising component costs, pointing out that the surge in AI-driven data centers has pushed chip demand beyond supply.
As a result, many semiconductor firms are prioritizing memory production for servers over consumer electronics like smartphones and computers.
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