Global smartphone shipments in 2025 are expected to grow by 2% year-on-year (YoY) driven by demand for premium devices, supported by strong momentum in emerging markets.
Apple emerged as the leader with a 20% market share and 10% year-on-year growth. This is the highest among the top five brands. Meanwhile, Samsung is in second place with a 19% share and 5% year-on-year growth. The growth is driven by the Galaxy A series and is also supported by the Galaxy S and Z series in the premium segment.
Xiaomi is in third place with a 13% market share due to its strategy of increasing towards premium products and strong demand in emerging markets. At the same time, vivo recorded 3% year-on-year growth through its strategy of increasing towards premium products and strengthening offline sales channels in India.
On the other hand, Oppo declined by 4% year-on-year due to intense competition in the China and Asia Pacific markets. However, the merger with realme gave the combined entity an 11% market share. Apart from the five major brands mentioned, Nothing and Google also performed well with 31% and 25% year-on-year growth respectively.
The smartphone market in 2026 is expected to slow down due to DRAM/NAND memory shortages and rising component costs. This is because chip manufacturers are prioritizing AI data centers over smartphones. Device prices have already started to rise and the global shipment forecast for 2026 has been reduced by 3%.
