Global Smartphone Market in 2025: Brand Performance, Growth Drivers, and Industry Insights
Global Smartphone Market in 2025: The global smartphone industry witnessed steady progress in 2025, marked by moderate growth, shifting consumer preferences, and strong competition among leading brands. According to industry tracking data, worldwide smartphone shipments increased on a year-on-year basis, making it the second consecutive year of expansion for the sector. This growth reflects improving supply conditions, stronger demand for premium devices, and the growing influence of next-generation connectivity in emerging economies.
Market Overview and Shipment Trends
Global smartphone shipments recorded a two percent year-on-year increase during 2025. This rise was primarily driven by higher demand for premium smartphones, improved access to consumer financing, and wider adoption of 5G-enabled devices across developing regions. The data is based on sell-in figures, which represent the number of units shipped by manufacturers to distributors, retailers, or warehouses. These numbers highlight production strength and supply-side momentum rather than final consumer sales.
The overall market environment remained competitive, with established brands defending their positions while selectively expanding in high-growth regions. Premiumisation continued to be a key trend, as consumers increasingly opted for feature-rich devices with longer usage cycles.
Apple’s Leadership in the Global Smartphone Market
Apple emerged as the leading smartphone brand globally in 2025, capturing the top position with a 20 percent market share. The company also recorded a strong year-on-year shipment growth of 10 percent, the highest among the top five brands. This performance was supported by Apple’s expanding footprint in emerging and mid-sized markets, where premium smartphones are seeing increased acceptance.
Analysts noted that the iPhone 17 series gained notable traction during the final quarter of the year, while earlier models such as the iPhone 16 maintained solid demand in regions including India, Japan, and Southeast Asia. Apple’s consistent ecosystem experience, long-term software support, and brand loyalty continued to reinforce its leadership position.
Samsung’s Performance and Regional Strength
Samsung secured the second position in 2025 with a 19 percent share of global smartphone shipments and a five percent year-on-year growth. The company’s balanced product strategy played a major role in its performance. The Galaxy A series drove volumes in the mid-range segment, while premium offerings such as the Galaxy Fold 7 and Galaxy S25 series outperformed their predecessors.
Japan stood out as a key growth market for Samsung, where demand for both premium and mid-range smartphones remained strong. The brand’s focus on innovation, display technology, and foldable form factors helped it maintain relevance across multiple price categories.
Xiaomi’s Stable Market Position
Xiaomi held the third position globally with a market share of 13 percent. The company’s performance remained largely stable throughout 2025, supported by its premiumisation strategy and consistent demand in emerging markets. Xiaomi benefited from a well-balanced product mix that catered to budget-conscious consumers while gradually pushing higher-value models.
Analysts highlighted that Xiaomi’s ability to adapt pricing and features to regional preferences helped it sustain its market position despite intense competition.
Vivo’s Portfolio Strategy and Growth
Vivo ranked fourth in global smartphone shipments, capturing eight percent of the market and registering a three percent year-on-year growth. The brand streamlined its product portfolio during 2025, allowing it to focus on devices that addressed both high-value upgrades and strong mid-tier demand.
This refined approach enabled Vivo to improve operational efficiency and respond more effectively to changing consumer expectations, particularly in Asia-focused markets.
Oppo’s Challenges and Regional Expansion
Oppo occupied the fifth position with an eight percent share, although its year-on-year shipments declined by four percent. Analysts attributed this decline to weaker demand and rising competition in China and parts of the Asia-Pacific region. Despite these challenges, Oppo recorded growth in markets such as India and the Middle East and Africa region.
With the integration of Realme into its overall shipment structure, Oppo’s combined share is expected to reach approximately 11 percent, strengthening its long-term competitive position.
Emerging Brands and High Growth Rates
Outside the top five, Nothing and Google delivered impressive growth performances in 2025. Nothing achieved a year-on-year shipment growth of 31 percent, while Google recorded a 25 percent increase. Although their overall shipment volumes remain smaller, their strong growth highlights rising consumer interest in differentiated designs, clean software experiences, and ecosystem-driven value.
Industry Outlook
The smartphone market in 2025 demonstrated resilience and gradual recovery, supported by innovation, premium demand, and expanding connectivity. While leading brands continue to dominate, emerging players are carving out space through focused strategies and unique value propositions. As competition intensifies, factors such as software experience, financing options, and regional adaptability are expected to play an increasingly important role in shaping future market dynamics.