Apple Ends 2025 as No. 1 Global Smartphone Seller

Overview

• Counterpoint Research reports Apple led 2025 with a 20% market share and 10% year‑on‑year growth, buoyed by the iPhone 17 launch and stronger reach in developing markets, as global shipments rose 2%.
• Samsung ranked second with a 19% share and 5% growth on demand for Galaxy A models and premium Fold7 and S25 devices, while Xiaomi placed third at 13% share.
• Counterpoint expects global smartphone sales to contract by about 3% in 2026 due to semiconductor shortages and component price increases as chip capacity shifts toward AI data centers.
• In Russia, MTS estimates 23.6 million smartphones were sold in 2025 for 574 billion rubles, with an average price of 24.3 thousand rubles and more than one‑third of sales priced at 10 thousand rubles or less.
• MTS data show Xiaomi and Samsung led Russia by unit sales with 22% and 14% shares, Apple generated 28% of market revenue, and Tecno and Realme ranked among the top five brands.