Overview
- Apple captured 20% of global shipments in 2025 with 10% year-over-year growth, edging Samsung at roughly 19% and Xiaomi at 13%.
- The iPhone 17 launch and ongoing iPhone 16 strength drove gains, with strong performance in Japan, India, and Southeast Asia.
- Apple reached a record quarterly high in Q4 2025, accounting for about 25% of global smartphone shipments.
- Global smartphone shipments grew around 2% in 2025, with early-year front-loading to navigate tariff concerns fading by the second half.
- Counterpoint revised its 2026 forecast down about 3% on DRAM/NAND tightness and rising component costs, with Apple and Samsung viewed as relatively resilient.