Global Smartphone Shipments Edge Higher in 2025 as Emerging Markets Drive Growth

BY EMMANUEL OGBONNA

Global smartphone shipments rose modestly in 2025, increasing 2% from a year earlier as stronger demand in emerging economies helped offset slower growth in more mature markets, according to new data from Counterpoint Research.

The research firm said improving economic momentum in developing regions played a central role in lifting overall volumes, with consumers in parts of Asia, Latin America and Africa continuing to upgrade devices despite lingering pressures from inflation and higher living costs elsewhere.

Apple emerged as the world’s leading smartphone maker by shipments, capturing a 20% share of the global market, the largest among the top five brands. The company benefited from solid demand in emerging and mid-sized markets, as well as strong sales of its latest iPhone 17 lineup. Counterpoint analyst Varun Mishra said Apple’s performance reflected a broader strategy of expanding its footprint beyond traditional strongholds by appealing to first-time buyers and upgraders in fast-growing regions.

Samsung followed closely in second place with a 19% market share. The South Korean company posted modest shipment growth during the year, supported by steady sales across its flagship Galaxy range and its popular mid-tier models, which remain particularly competitive in price-sensitive markets.

Xiaomi ranked third with a 13% share, underpinned by continued momentum in emerging economies where its value-focused devices have resonated with consumers seeking affordable smartphones with advanced features. The Chinese manufacturer has maintained its position by offering a broad portfolio that spans entry-level to premium models.

Counterpoint noted that many smartphone makers pulled shipments forward early in the year to stay ahead of potential tariff changes, a move that temporarily boosted volumes in the first half of 2025. That effect faded as the year progressed, however, leaving second-half shipments largely in line with underlying demand rather than trade-related distortions.

Looking ahead, the research firm expects the global smartphone market to face renewed headwinds in 2026. Chip shortages and rising component costs are likely to weigh on production and pricing, particularly as semiconductor manufacturers increasingly prioritize high-margin chips for artificial intelligence data centers over components used in consumer handsets.

Tarun Pathak, research director at Counterpoint, said the shift in focus by chipmakers could constrain smartphone supply and pressure margins across the industry. While demand in emerging markets is expected to remain resilient, he cautioned that higher costs and tighter component availability could lead to a softer overall market next year.

Despite those challenges, industry analysts say the modest growth seen in 2025 underscores the smartphone market’s ability to find support in new regions, even as saturation and longer replacement cycles continue to limit expansion in developed economies.