Apple now stands alone in top spot as global smartphone shipments rise

By TechWatch PH Staff

Apple led the global smartphone market in 2025 as worldwide shipments rose two percent year-on-year, according to preliminary data from Counterpoint Research.

Data from Counterpoint’s Market Monitor shows Apple capturing 20 percent of global smartphone shipments in 2025, up from 18 percent in 2024. Apple also posted the strongest annual growth among major brands, with shipments rising 10 percent year-on-year, allowing it to clearly separate from rivals at the top.

Photo courtesy of Counterpoint

Samsung followed with a 19 percent market share, recording a  five percent YoY increase in shipments, while Xiaomi remained third at 13 percent, posting flat performance year-on-year. Vivo showed moderate growth, expanding shipments by three percent, while OPPO declined four percent, according to the same data. 

The “Others” category also slipped by one percent, reflecting continued consolidation in the global market.

According to Counterpoint the broader smartphone industry continued its gradual recovery in 2025 after a stronger four percent growth in 2024, driven by replacement demand, easing inflation pressures, and wider availability of device financing.

However, it was Apple that benefited most from the ongoing premiumization trend, as consumers increasingly favored high-end smartphones even while holding on to devices longer.

The data highlights a notable shift from previous years when the top rankings were closely contested.