The worldwide smartphone industry experienced a modest rebound in 2025, according to fresh data from market analysts. A combination of economic recovery in key regions and strategic moves by manufacturers contributed to a year of growth.
Apple Secures Top Spot with Strong iPhone 17 Demand
Research firm Counterpoint released its findings on Monday, January 14, 2026, showing a two per cent year-on-year increase in global smartphone shipments for 2025. The growth was primarily fueled by stronger demand and improving economic conditions in emerging markets.
Leading the pack was tech giant Apple, which captured a dominant 20 per cent market share, the highest among all major brands. Counterpoint analyst Varun Mishra attributed this success to solid demand in emerging and mid-sized markets, coupled with exceptionally strong sales of the iPhone 17 series.
Samsung and Xiaomi Follow in Competitive Landscape
The competitive landscape saw familiar names following Apple's lead. Samsung ranked second with a 19 per cent share, achieving modest shipment growth for the year. In third place was Xiaomi, securing a 13 per cent share of the global market, a position bolstered by steady demand across various emerging economies.
An interesting trend noted in the report was manufacturers pulling shipments forward to the early part of the year. This strategic move was an attempt to get ahead of anticipated tariffs. However, the firm indicated that this effect diminished as 2025 progressed, leaving shipment volumes in the second half largely unchanged.
Challenges Ahead for 2026 Smartphone Market
While 2025 ended on a positive note, industry experts are forecasting headwinds for the coming year. Tarun Pathak, a Director at Counterpoint Research, warned that the global smartphone market is expected to soften in 2026.
The primary challenges identified are ongoing chip shortages and rising costs for components. This situation is exacerbated by chipmakers prioritizing the production of semiconductors for AI data centres over those for handsets, potentially constraining supply for smartphone manufacturers.
The interplay between robust consumer demand in growth markets and these significant supply-chain constraints will likely define the smartphone industry's trajectory in the near future.
