Overview
- Apple captured 20% of global smartphone shipments in 2025 with 10% year-over-year growth, ahead of Samsung at 19% and 5% growth, and Xiaomi at 13%, according to Counterpoint Research.
- In the fourth quarter, Apple reached a record 25% share of shipments, its highest quarterly level on record.
- Counterpoint credits iPhone 17 traction in Q4, continued iPhone 16 strength in Japan, India and Southeast Asia, and a pandemic-era upgrade cycle hitting the replacement window.
- Global smartphone shipments grew about 2% in 2025, with an early-year tariff-related stock build that faded in the second half.
- For 2026, Counterpoint cut its shipment forecast by 3% on DRAM/NAND shortages and rising costs as chipmakers prioritize AI data centers, with Apple and Samsung seen as relatively resilient.