Overview
- Counterpoint’s preliminary 2025 data shows Apple leading with a 20% share and 10% year-over-year growth as global shipments rose about 2%.
- Samsung finished close behind at roughly 19% share, with Xiaomi at 13%, reflecting a tight race at the top of a modestly recovering market.
- Apple captured a record near-25% share in Q4 2025, driven by the iPhone 17 launch and continued iPhone 16 strength in Japan, India, and Southeast Asia.
- Independent IDC preliminaries also place Apple first, estimating 81.3 million Q4 shipments and roughly 19.7% share for 2025, underscoring the same leadership outcome despite different totals.
- Analysts cite premium upgrades, financing options, 5G adoption, and early‑2025 tariff-related front‑loading, while 2026 forecasts were trimmed about 3% on expected memory constraints that could weigh more on lower‑tier brands than on Apple and Samsung.