Google’s Pixel brand grew 25 % in 2025, driven by the Pixel 9 and Pixel 10 series, but it still lags behind Apple and Samsung in global shipments. Counterpoint Research’s latest report shows overall smartphone sales rose 2 % year‑over‑year, with Apple leading at a 20 % market share thanks to strong iPhone 16 and iPhone 17 sales and deeper penetration in emerging markets. Samsung shipped more units than ever, yet its share slipped to 19 % as rivals tighten competition. The Pixel remains in the “Others” segment, whose share fell 1 % despite the brand’s gains.

Other Android players like Xiaomi and Vivo held third and fourth places, while Nothing posted a 31 % jump but stayed outside the top three. Analysts warn that 2026 could see a dip in shipments as DRAM shortages hit supply chains and chipmakers shift focus to AI data centers. Samsung may raise prices on the upcoming Galaxy S26, adding pressure on consumers.

Consumers will weigh cost against new features.