Apple Captures Global Smartphone Market Lead in 2025

Global smartphone shipments increased by 2% year-on-year in 2025, driven by stronger demand and economic momentum in emerging markets. Apple led the market with a 20% share, the largest among the top five brands.

Credit: APPLE

Apple’s strong performance was fuelled by robust demand in emerging and mid-sized markets. This was further supported by significant sales of its iPhone 17 series.

Samsung secured the second position with a 19% market share, demonstrating modest shipment growth. Xiaomi followed in third place, holding a 13% share due to steady demand in emerging markets.

Manufacturers initiated shipments earlier in 2025 to preempt tariffs. This early push’s effect lessened as the year progressed, leaving the second-half volumes largely stable.

Credit: APPLE

The global smartphone market is projected to experience a downturn in 2026. This anticipated softening is attributed to ongoing chip shortages and increasing component costs.

Chipmakers are prioritising the supply of components for artificial intelligence data centres. This shift in focus is expected to impact the availability of chips for handset manufacturing.

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• Apple led the 2025 global smartphone market with a 20% share.

• Global smartphone shipments rose 2% year-on-year in 2025.

• Samsung ranked second with 19%, while Xiaomi was third with 13% market share.

Source: REUTERS