Overview
- Preliminary Counterpoint data show global smartphone shipments rose about 2% in 2025 as more buyers moved to higher‑priced models.
- Apple captured a 20% share with 10% year‑over‑year growth, boosted by strong iPhone 17 demand and steady iPhone 16 sales in Japan, India and Southeast Asia.
- Samsung ended 2025 with a 19% share and 5% shipment growth, while Xiaomi held third place with 13%.
- Counterpoint cites rising 5G uptake in developing regions and growth in Japan, the Middle East, Africa and parts of Asia‑Pacific, with tariffs only slightly weighing on second‑half sales.
- For 2026, analysts have cut shipment forecasts, expect higher device prices, and anticipate Apple and Samsung will prove more resilient than low‑cost Chinese rivals.